Retailers are taking advantage of the Olympics as they race to refresh stores and stock up on themed products.

Ray Kelvin

But asked what he was doing for the Olympics, the famously retiring Ted Baker chief executive Ray Kelvin seemed to be taking it personally. “Shaving all my body hair,” was his reply. The practice may help swimmers and runners keep up their pace but it will be fascinating to see whether Kelvin is one of the Games’ retail winners.