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Richard Brasher, CEO of Pick n Pay

Retail in Africa: Contrasts and Contradictions.

A​dditional Forum Information 

Registration: 17h45 - 18h00

Forum Start Time: 18h00

Length: 1 hour 30 minutes

Cocktails will be served after the event


Richard Brasher is the Chief Executive Officer of Pick n Pay Retailers which is one of Africa's leading and largest retailers. Founded in 1967 by Raymond Ackerman, Pick n Pay now has over 1,300 stores across his home country of South Africa but also in Botswana, Namibia, Zambia, Swaziland, Lesotho and Zimbabwe.    Richard joined Pick n Pay in 2012 and has presided over a return to both revenue and profit growth over the last three years.  Richard's career started in manufacturing with Unilever but moved to retail in 1986 joining Tesco.  He became a main board director at Tesco and Group Commercial Director in 1994 and was a key part of the top team which took the company to clear market leadership in the UK. He developed and led one of the world's most iconic brand loyalty programmes and built an enduring and much imitated private label strategy both domestically and internally.  He was instrumental in leading the development of non-food and clothing business in a traditional grocer and led the company into convenience both in terms of product and markets, with the opening of both Metro and Express in the mid 90's.

His guiding belief is that values determine the enduring success of organisations,  and that customers, staff and the community must always be core to these values, which was one of his key reasons for joining Pick n Pay due to its history and place in the community.


Richard Brasher joined Pick n Pay as CEO in February 2013.

Brasher (53) was a main board director at Tesco and a key part of the top team which took the company to clear market leadership in the UK and transformed Tesco into one of the most successful retailers in the world. Prior to becoming CEO of Tesco UK, Brasher was the group commercial director.

When Brasher left the business in 2012 it had a turnover of UK £47 billion and generated a trading profit of £2.5 billion. It remains the largest private employer in the UK, with over 2,800 stores.

In a 26-year leadership career at Tesco, Brasher:

  • created the modern convenience food category in the 1990s
  • established Tesco's International sourcing operation as part of his responsibility for the company's entire supply base
  • transformed Tesco's non-food business
  • was instrumental in the development of Tesco's own brand strategy from "Value" to "Finest"
  • developed "Clubcard" to being the benchmark supermarket loyalty programme
  • was one of the key architects of Tesco's format strategy – from Extras to online

After his first year as CEO of Pick n Pay the company posted trading profit growth of 34.4% and an increase in headline earnings per share of 43.3%.

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