Managing director, Kitbag

What was your first job in retailing?

I had never worked in retail until I started at Kitbag 10 years ago.

Which retail company do you admire most and why?

Apple, without a doubt. The brand is incredibly well executed and the customer experience in store is unique and very thought through.

What is the trait you least like in yourself and why?

I tend to think I am always right.

Who have you learnt most from in your retail career?

Matthew Tod, the chief executive of Logan Tod (the online performance optimisation consultancy).

His advice has helped us understand our customers and put us in the position we are in today - Europe’s leading online sports retailer.

What advice would you give someone starting out in retail?

Understand your customer; who they are, what they do, what they want. They also must fully understand the brand they are representing and the voice of that brand.

What keeps you awake at night?

Thinking about how Kitbag will look in three years.

I constantly look to the future and contemplate what we need to be doing to continue to grow.

What’s the most satisfying part of your job?

Successfully executing tough challenges.

What’s your proudest achievement?

I am proud to still be here after 10 years. Kitbag has not only survived the dotcom boom and the recession, but it is now growing at an incredible pace.

What job would you have done if you hadn’t become a retailer?

I would have gone into brand marketing. I love the creative aspect of the role.

What’s your favourite shop and why?

The Apple store in Covent Garden. In my opinion it offers the finest retail experience in the UK right now.

What was your last purchase?

A pair of champagne flutes for Valentine’s Day.