Consumer Partner

Key contact details

+44(0)7471 203 565

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Key Sectors: Retail and E-commerce-Fashion, Apparel, Home, Furniture and Food; Telecommunications and Technology; Wholesale


Peter has 35 years experience in consumer led businesses predominantly retail-serving his apprenticeship at Marks and Spencer, BHS and Arcadia

He was instrumental in establishing Ann Summers as a strong High Street brand opening over 100 stores in 3 years, integrating the Knickerbox brand into the existing business and building the operational and people structure to ensure that the brand values were not lost during a period of significant growth which included International expansion in Spain and the Republic of Ireland.

Peter held Executive Board positions at Arnotts Ltd in Ireland (now part of the Selfridge Group) including Retail, Multi-Channel, Services, Visual Merchandising, Property and HR. Arnotts developed plans for a €1.3 billion shopping centre on the Northside of Dublin City Centre.

For the past 8 years he has held CEO and MD positions at Dixons Carphone Plc … first in Ireland where he turned the  business around ( €10 million loss to breakeven to €6.4 million profit in 2 years) and launched a Full Capacity Based MVNO (Mobile Virtual Network Operator), one of the European Commission remedies built as a result of 3’s purchase of o2 in Ireland. Subsequently at Dixons Carphone UK he worked closely with Ofcom, the Competition Authority and European Commission in evaluating EEs merger with BT and 3’s purchase of o2.

Most recently he led the Joint Venture between Dixons Carphone Plc and Sprint Inc. in the United States where he started the retail business, building infrastructure and assembling the team, opening 100 stores across 5 diverse geographical markets in 9 months in America; acquiring a midsize business , integrating it into the existing organisation and providing IP and SME support for specific projects with Sprint Inc.

He is now working independently with a  number of Startups, SMEs in growth mode and large Internationals in turnaround and transformation.

As a partner at Prime Advantage Capital Partners Peter is able to put his broad experience to use supporting companies aspiring to grow. He combines his strategic knowledge to establish robust business plans along with operational experience to deliver plans at pace.

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