I am a retail, brand and consumer behaviour specialist with almost 40 years’ experience. My core competence lies in the area of retail commerce, consumer and market insight, particularly as it relates to shopper motivation, brand choices, customer segmentation, behaviour and attitudes. Sectors I have focused on include: retail, fashion, consumer brands, watches & jewellery, health & beauty, furniture and homewares, food service, travel, automotive and financial services.

Key Career Highlights

1974 – 1985
I initially worked for 10+ years in the international specialist research division of Unilever. My key area of specialisation there was in cross-border and emerging markets consumer and brand research, with particular emphasis on Asia, Africa and Middle East.

In 1985 I moved into retail-focussed consulting, with retail consulting pioneer, Management Horizons, where I was fulfilled the role of Research Director for over two years.

1988 – 2014
Together with Roy Palmer, I founded my own consulting firm, Pragma Consulting, in 1988. This company is now in its 30th year of successful trading, has completed over 1,200 projects and is recognised as one of the foremost retail consultancies in UK. I was a managing partner within this firm for over 26 years. Please see:

Non-executive Director of Forest Holidays.
Forest Holidays offers a wonderful opportunity to have a luxury UK short break in tranquil natural surroundings. Go to the Forest Holidays website.


My core areas of competence – which in turn became the firm’s – are:

  • Retail strategy and performance improvement
  • Shopper research and customer behaviour analysis
  • Brand research and development (Brand strategy and brand articulation)
  • Commercial due diligence (360o enterprise evaluation)
  • Commercial planning for museums and galleries, airports and shopping centres (tenant mix, location planning, revenue estimation)


Key clients/brands I have worked with over the period include:

  • Autogrill
  • Body Shop
  • BrightHouse
  • Canary Wharf
  • Capital Shopping Centres
  • Cath Kidston
  • Disney Consumer Products
  • Dreams
  • First Choice Holidays
  • Hamleys
  • Harveys
  • Hunter Boots
  • Hyundai
  • Inchcape Motors
  • Kwik-Fit
  • Lloyds Bank
  • London Eye

  • Monsoon / Accessorize
  • Morrisons
  • Moss Bros
  • P&O Cruises
  • Pets at Home
  • Pizza Hut
  • Poundland
  • Pret a Manger
  • RAC
  • RBS
  • Tate Modern
  • The Tussauds Group
  • The Design Museum (pro bono)
  • Tower of London
  • Vodafone
  • Volvo


2011 – 2014
In 2011 Pragma Consulting was sold to St Ives plc and has continued to prosper within the group. Following completion of a successful handover period, I retired from an active executive role within the company in April 2014.


I have an MA in Politics Philosophy and Economics from Oxford University (1971-4).

Independent Director at Chelsea Physic Garden Enterprises Ltd – London’s oldest botanical garden with cafe and gift shop. See website.

Marketing advisor to Sir Simon Milton Westminster UTC – one of the new breed of University Technical Colleges which are spearheading more focused technical education to build our future skills base. See website.

Website by Fredd