Chris Matthews, the new Go Outdoors boss, should find the UK a breeze having navigated the stormy waters of retail in Greece.

Chris Matthews

The UK retail environment is undeniably tough at the moment, but Go Outdoors’ new boss Chris Matthews should find it a doddle.

He has spent the past four years at the helm of Kotsovolos, the 100-store Greek arm of Dixons, working in the most depressed European economy in one of the toughest retail sectors - electricals. “After Greece, the UK will be a breeze,” he jokes.

Matthews has been applauded by Dixons boss Seb James over how he has led the Kotsovolos business in such turbulent trading conditions.

As Greece descended into political and economic chaos, Matthews aggressively managed costs and built market share. “When the market is how it is in Greece, you need to focus on the customer,” says Matthews. “The Greek team was keen to innovate. We’ve launched business-to-business, ecommerce and franchise.”

Matthews has overseen a swathe of change during his time at the electricals group, both at the Greek division and in his previous role as marketing director overseeing the rebranding of stores from Dixons to Currys.digital.

He admits the decision to leave Dixons was a difficult one after 10 years there. “I have huge respect for Seb and the senior team. It’s hard to change the DNA of a company, but they’ve done it,” he says.

“It says a lot about the uniqueness of Go Outdoors, as there are very few opportunities I’d leave for. I love the team and have huge respect for what [Go Outdoors founders] John [Graham] and Paul [Caplan] have done. There’s such a passion throughout the business.”

Matthews is the latest addition to the management team of Go Outdoors, in which private equity firm 3i holds a minority stake. Last year, the retailer hired Daniel Quinn from Tesco as commercial director, Halfords digital director Jon Asbury as first multichannel director, former Focus DIY finance boss Chris Morgan as chief finance officer and Mothercare’s Jeff Fagan as retail director.

Upon Matthew’s arrival, incumbent chief executive and founder John Graham will concentrate on product.
Matthews will lead the outdoors specialist through its next stage of growth. It has expanded from 11 to 42 stores since 2009 and it shows no sign of slowing.

Along with growth opportunities, which Matthews says are vast, he says he was also attracted to Go Outdoors because it has a “bit of personality”. For instance, all stores have a dog bowl outside the front to welcome customers with pets. “You know it’s going to be a fun place to work,” he says.

Matthews’ retail experience is eclectic, spanning fashion as well as electricals. He says he was always geared up for a career in retail: “I was always a trader - I was selling sweets in the playground,” he recalls.

Matthews started his career working in store at M&S before quickly moving up to head office, where he was promoted to the role of merchandiser.

Go Outdoors is based in Sheffield, and the move back to the UK from Athens will no doubt present something of a logistical challenge. As well as his wife and two children, he has what he refers to as “a menagerie of animals” to move with them.

Unsurprisingly, given his new role, Matthews is a lover of the great outdoors and regularly kayaks, cycles, swims and is taking windsurfing lessons at present.

He has the best intentions to continue with his new hobby in not-so-sunny Sheffield. After all, he says: “There’s no such thing as bad weather, just bad clothes.”

Matthews will be keen to ensure continued smooth sailing at Go Outodoors as he strives to keep the wind in the retailer’s sails.

Career history

Jan 2008 to present Managing director, Dixons Retail Greece

Sep 2012 to Jan 2013 Interim managing director for Northern Europe, Dixons Retail

2001 to 2008 Various roles at Dixons Retail

1993 to 2001 Various roles at M&S