Q&A: Soak & Sleep chief executive Charlie Hunt

What was your first job in retailing?

A night shift shelf-stacker at Sainsbury’s.

Which retail company do you admire most and why?

Lidl. They have transformed the supermarket sector by offering genuine value and now appeal to a broad section of society.

What is the trait you least like in yourself and why?

I am never satisfied with the status quo and impatient for improvement.

Who have you learnt most from in your retail career?

Our chairman, Sir Stuart Rose. He brings enormous experience and brilliant judgment to Soak & Sleep – a young company that is changing fast.

What advice would you give someone starting out in retail?

The customer has constantly changing demands and ever-increasing expectations, so be prepared to continually revisit your strategy to remain at the sharp end of retail.

What keeps you awake at night?

I sleep pretty well but often wake early around 4am to plan my next move and get prepared for the day.

What’s the most satisfying part of your job?

It’s extremely satisfying hearing from customers about the great experiences they have had.

What’s your proudest achievement?

Recently we have transformed our company by changing our name from Duvet & Pillow Warehouse to Soak & Sleep – after years of planning, the new site went live in March. It was a big risk that’s worked.

What job would you have done if you hadn’t become a retailer?

I am an entrepreneur so would have set up another type of business. I love kite-surfing so maybe a kite-surfing school.

What’s your favourite shop and why?

Anthropologie. I love their uncluttered and relaxed stores.

What was your last purchase?


Beanbags for my children’s snug room, which I’ve just painted.