Go Outdoors hires first Multichannel Director


Outdoor equipment and clothing retailer Go Outdoors has poached an experienced retailer from bike & car parts specialist Halfords to become its new Multichannel Director.

John Asbury, has been in charge of Halfords multichannel operations for six and a half years, where in 2010 he helped the business become the first non-clothing retailer to launch a mobile website.

With Go Outdoors achieving healthy growth in sales and profits in recent years, the firm is now hoping to expand its reach further by improving its service offer across all channels of retail.

Lee Bagnall, Chief Operating Officer of Go Outdoors, commented: “This appointment represents a significant message of intent to the outdoor retail sector. We expect to expand and lead online outdoor sales both in the UK and internationally.

“To achieve this we needed an experienced director to bring additional retail insight and a proven track record of achievement in online sales. With those criteria in mind, Jon Asbury was a standout candidate in every respect.”

Despite the huge pressures on consumer finances which are suppressing spending across much of the high street, Go Outdoors saw its sales rise 54 per cent to total £115.2 million last year.

Online sales currently make up ten per cent of overage revenues for the retailer and it expects trading via the internet to double annually over the next few years.

Last May the business secured £30 million in financing to fund growth within the business, and just last month it underlined its multichannel ambitions by launching a mobile loyalty scheme.

Asbury said: “GO Outdoors is an exciting young company with a real passion and enthusiasm for all things outdoors.

“They have already made a significant impact in online sales. I hope I can bring additional online experience to complement the undeniable energy and drive already present in the boardroom.

“Joining a dynamic company growing at such a massive rate offered me a compelling professional proposition. It‘s a challenge I can‘t wait to get my teeth into.”

Before taking on the multichannel role at Halfords, Asbury spent over six years in marketing roles for the bicycle retailer and has also previously worked for both DIY specialist Do It All and variety goods retailer Woolworths.