Fast-growing retailer Go Outdoors has raided Tesco to strengthen its management team as it launches a red letter day-style website selling outdoor activities.

Tesco category director Dan Quinn joins the outdoor specialist in January as commercial director – a newly created role – and will take a seat on the board.

Quinn, who has been at the grocer for 20 years holding job titles such as commercial director of its Thai business and latterly commercial director of produce, will be responsible for Go Outdoors’ buying, merchandising and own-brand development.

It is the second time the retailer has looked to Tesco for its senior personnel. Former Tesco commercial director of fresh foods Colin Holmes was made chairman of Go Outdoors in April, after private equity firm 3i took a significant minority stake in the retailer.

The appointment comes as Go Outdoors launches a stand-alone marketplace website.

The website,, debuts this week and offers outdoor pursuits including Lake District walks and otter watching expeditions. The retailer will take a commission on every activity sold through the site.

Go Outdoors project manager for Mike Griffin said the new site was a “win-win”. “We improve access to these activities meaning there’s more demand for the kit,” he said.

The retailer, which operates 38 stores, secured a £30m three-year financial package from Lloyds Banking Group in May to fund its expansion. It plans to open 10 stores in 2012.

At Tesco, Quinn will be replaced as category director for produce by Richard Marris.