Sony Direct retail director Roy Dickens answers questions about his career in retail.

What was your first job in retailing?

I was a stock controller for Freemans Mail Order in 1981 and spent 23 years at the company.

Which retail company do you admire most and why?

No single company, but elements of several - the partnership approach and customer loyalty of John Lewis, the exclusivity feel of Hollister and, begrudgingly, the excitement ofApple.

Who have you learnt most from in your retail career?

Numerous people have given me key elements but the two that stand out were the ‘can-do’ attitude from Richard Boland, then managing director of Freemans, and the customer focus from Kingfisher chief executive Ian Cheshire.

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

Impatience. I am always pushing for improvement and sometimes forget to focus on celebrating current successes.

What advice would you give someone starting out in retail?

Be prepared to learn from the bottom up - in the long run it will pay dividends.

What’s the most satisfying part of your job?

Working with more than 30 retail partners and more than 900 retail store staff.

What’s your proudest achievement?

I have three historically - fathering three lovely girls, making the 1984 Olympic squad and becoming the youngest general manager at Freemans.

What keeps you awake at night?

Tomorrow’s sales.

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

I am not sure but I guess it would have been into sports management somewhere.

What’s your favourite shop and why?

FAO Schwartz in New York as deep down I am still a big kid and love the sheer theatre of the store.

What was your last purchase?

A 40-inch Sony TV from our staff sales - I guess you would expect nothing else.