The Works Boss Shut Website to Boost High Street Sales, Citing 'Real Positive' Shift

Gavin Peck, CEO of discount retailer The Works, has detailed the strategy behind shutting down the company's website in March to focus on its physical stores, a move he describes as a "real positive" with evidence of online customers transitioning to brick-and-mortar locations. Peck stated that the website had become a "distraction" for the business, particularly given the challenge of selling low-priced items online. He believes that by eliminating online competition, The Works can focus on its physical presence and appeal to customers who want to "come in and touch and feel the product."

Peck joined The Works in 2020, inheriting a business known for "piling it high and selling it cheap." Under his leadership, the company has worked to broaden its appeal by making its shops more inviting and stocking more relevant products. This includes offering "dupes" of popular, high-priced toys like Lego and the viral collectible monster figures, a strategy aimed at appealing to cost-conscious shoppers. Affordability is a key factor as consumers face rising energy bills.

The company, which operates over 500 shops in the UK and Ireland, has also revamped its book selection. While books now occupy less space in stores, they remain significant sellers. The Works has shifted to stocking top-selling titles, including authors like Richard Osman, and reports an 11 percent market share by volume for books, placing it among the top three physical book retailers in the UK alongside Waterstones and WHSmith. New titles expected to perform well include Sarah J. Maas's A Court Of Thorns And Roses series and Freida McFadden's psychological thriller, The Witch. The retailer has also begun stocking Pokemon cards, a move previously avoided due to safety concerns related to trading card popularity and theft.

Peck is also an advocate for a crackdown on a customs duty loophole that allows foreign online retailers, such as Shein and Temu, to avoid taxes on goods shipped to the UK. He argues this creates an uneven playing field and allows a deluge of unregulated products to enter the market, contrasting with The Works' commitment to product safety and quality under UK regulations. He is also promoting "screen-free activities" for children, aligning with growing concerns about screen time and potential government measures regarding social media use for minors.

Despite the focus on physical retail, The Works faced a boardroom dispute over the summer involving activist investor Kelso, which holds a 10 percent stake. Kelso accused the chairman of insufficient engagement, but the company's board ultimately prevailed at the annual general meeting. Peck expressed satisfaction that investors supported the board and stated that engagement with Kelso will continue.

Peck's retail experience began with helping his family run a Spar franchise. He later trained as an accountant and worked in corporate finance before joining Card Factory as commercial director. He credits his background in understanding business operations with providing a strong foundation for his role at The Works. His perspective as a father of young children also informs his understanding of the company's product offerings.