Edward Perry, Founder of Cook, tells Retail Week about his life working in retail.
What was your first job in retailing?
Working in my parents’ coffee shop called Coffee Call in Tonbridge, Kent when I was 14 years old.
Which retail company do you admire most and why?
Pret a Manger. It does something that seems simple so much better than anyone else. I think Timpson is great as well.
What is the trait you least like in yourself and why?
I often charge into things without properly thinking them through.
Who have you learnt most from in your retail career?
About 10 years ago I read John Timpson’s book Dear James, which completely changed the way I viewed retailing. I still keep a copy in the loo that I refer to constantly.
What advice would you give someone starting out in retail?
If you don’t like working in a shop and serving customers then you should probably do something else.
What keeps you awake at night?
Everything. Children, work – you name it. I am a bad sleeper.
What’s the most satisfying part of your job?
Recruiting good people and reading customer correspondence where we have helped deliver the perfect dinner party.
What’s your proudest achievement?
Getting Cook through a two-year cash flow crisis between 2008 and 2010 and preserving the business’s independence.
What job would you have done if you hadn’t become a retailer?
I would have been a teacher.
What’s your favourite shop and why?
Pret a Manger for excellent and consistent food, plus its extraordinary service. Also, TK Maxx for making buying clothes a tolerable experience for someone like me who hates having to do it.
What was your last purchase?
A large cappuccino from a Costa vending machine. A really excellent product.
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