Conversation with… Lee Bagnall, chief executive of Go Outdoors
We were delighted to interview Lee Bagnall, chief executive of Go Outdoors, as part of The Retail Bulletin’s Conversations series.
While learning more about his incredible career in retail, we discussed Go Outdoors’ ambitious growth plans, the leadership strategies that have driven its success, and his vision for the future of the business.
Lee is a judge for our prestigious People in Retail Awards 2025.
You began your retail career at Wickes. How did that come about? What led you into retail?
Never Miss a Retail Update!Actually, I began by working in the family furniture business. My father was in the business, and I joined him early on. We had a particularly tough time with a kitchen franchise – a Schreiber kitchen franchise – that was bought by MFI. When that happened, I found myself out of work. That’s when I ended up at Wickes.
My dad and the family had always been involved in retail, furniture, and kitchens, so it felt like a natural fit. I started at Wickes in 1993 – seems like such a long time ago now! I worked there for just over five years.
And then you moved to B&Q?
I was fortunate to get an opportunity to join B&Q after Wickes. I spent nearly eight years there. Both Wickes and B&Q were excellent businesses, each incredibly well-run in their own ways. Wickes, for instance, was meticulously managed. They had around 5,200 SKUs and rarely, if ever, had out-of-stocks across their stores. Inventory control, shrinkage control – everything was tight and efficient. Many of the stores remain fundamentally the same even today, though they’ve expanded slightly since those days.
Is your family’s furniture business still going?
Sadly not. My parents have both passed away now. My father died around six years ago, and he ran a kitchen studio until then. When he passed, I was the one who closed the business down. It was a tough moment, but it felt like the right decision at the time.
After B&Q, you went to Bensons for Beds and worked with Go Outdoors once before, from 2007 to 2012, is that right?
That’s correct. I left B&Q to become Retail Director at Bensons for Beds. I was there for nearly two years before the opportunity to lead Go Outdoors came up. It was a private equity-backed venture at the time. When I joined, Go Outdoors had just six stores. By the time I left, we had grown to 50 stores.
We achieved a lot during that period, including a partial sale of the business – 25% to 3i for £25 million. After that, I decided it was time for me to move on and try something else, so I worked as Managing Director of Ekornes Stressless UK.
And now you’ve been at Go Outdoors for seven years, and its parent company JD Sports for 11 years, where your career has also included being chief executive/managing director of Blacks Leisure Group.
Yes, it’s been an incredible journey so far. We’ve faced challenges, but the growth and development of the business have been incredibly rewarding.
Looking back over your career, starting with the family business and moving through some really established and respected retailers, who would you say have been the standout mentors who shaped your journey?
I think a lot of my career was shaped during my time at B&Q. That was a formative period for me. B&Q was very focused on investing in people. They spent a lot on my development, which was instrumental. One of the things they did exceptionally well was rotating people through various leaders, each with their own strengths.
I started in the kitchen business, moved into retail, and ended up managing B&Q’s largest store. Before I left, I returned to the central team to run the kitchen business. Along the way, I was fortunate to work with some incredible individuals.
People like Stuart Bowes, Dean McMillan, Ralph Cunningham, Matt Tyson, and Graham Bell. Graham was actually my regional director at Wickes and is now chief executive at B&Q. I learned so much from all of them.
It’s fascinating how people make such a difference, especially in a challenging sector like retail. It’s not the easiest path, especially when coming up through the ranks.
It’s definitely harder now than it was in my day. Back then, it didn’t feel as tough, but that might just be hindsight. I’ve been lucky to be in the right place at the right time and to have people who put their trust in me. That’s a big part of it – someone giving you a chance to prove yourself.
What I’ve always tried to do is give others that same opportunity. We have so much talent in this sector, and often, people just need a chance to manage a different store or take on a new region. It’s about recognising potential and moving people around to help them grow.
Do you bring that philosophy into your leadership at Go Outdoors?
Absolutely. You can achieve so much with someone who has the right attitude. We have a clear people plan for everyone in the business, focusing on their next steps and career progression.
It sounds like you’ve built a strong team and a great culture. What’s your vision for Go Outdoors?
My vision has always been to create a business that supports its people while serving its customers well. I got an email this morning from an old colleague at B&Q, who’s retired now and had visited our new superstore in York. The store is phenomenal- 125,000 square feet, making it the largest outdoor store in Europe.
He sent me a glowing review that I just had to share with the team. It reminded me of how much of this journey is about relationships and shared experiences.
In addition to large stores, you’re also rolling out smaller formats now.
That’s correct. We’re expanding our Express format. In January, we’ll have around 20 after rebranding some other fascias. It’s part of our broader strategy to offer convenience alongside the big destination stores.
What’s been your biggest challenge in achieving this growth?
Without a doubt, Covid. We furloughed staff, closed stores, and cancelled £50 million worth of stock orders within 48 hours. Then, as online demand surged, we scrambled to reinstate those orders and adapt supply chains. It was a whirlwind, but it brought the team closer.
Did Covid change how you operate as a leadership team?
Definitely. We introduced a daily 9:15am call to discuss trade, store performance, and operations – a practice we’ve maintained ever since. It’s fostered stronger communication and alignment across the team.
Looking ahead, where do you see the outdoor retail sector in the next five years?
There will be a growing divide between own-brand retailers and branded ones. Smaller shops are under immense pressure due to rising costs – rates, wages, and operational expenses. Many may struggle to remain profitable. Larger formats and diversification will be key to survival.
Your PR team has been keeping us updated on new initiatives. But what’s next for Go Outdoors?
We’re excited about a few upcoming launches. In January, we’ll start work on our new flagship store in Basingstoke, taking over the old John Lewis site. We also recently opened a store in Manchester’s Arndale Shopping Centre and are on-site in Huddersfield. It’s full steam ahead!
You’ve had an incredible career in a changing retail landscape. How does it compare to when you started in 1993?
It’s a different world. Back then, there were so many opportunities, and I think we were a bit tougher – we just got on with it! Deadlines are still sacrosanct, especially in retail. For example, when we opened the Arndale store recently, we worked tirelessly to meet the Saturday launch. That kind of drive remains essential.
What about family? Have any of your kids followed you into retail?
I have three kids. My daughter is a teacher, my eldest son works in construction as a contracts manager, and my youngest son delivers agricultural products. While none are in retail, they’ve all found their paths.
It sounds like Go Outdoors is in an exciting phase of growth. Any final thoughts?
Growth is important, but it’s all about creating meaningful retail experiences, whether in our flagship stores or the smaller Express formats. The team’s commitment and the customers’ enthusiasm keep us moving forward.
Find out more about The People in Retail Awards here
