Rob Keates appointed Tredz Managing Director

Halfords has announced the appointment of Rob Keates to Managing Director of Tredz, Halfords’ performance cycle business, as well as Director of Transformation for Halfords Group.

Keates joined the businesses on 15 June from O2 where he has spent the last seven years in a variety of roles across e-commerce, retail, digital technology and operations. His most recent role was Director of Transformation for O2, having previously been Head of Retail across 450 stores, and Director of Trading for the consumer and small and medium business segments.

Prior to O2, Keates spent 14 years in consulting at Anderson, Accenture, and EY where he was a Director leading the Customer Advisory division. He has also worked with a range of FTSE organisations across several industries including retail financial services, technology, telecommunications utilities and the NHS.

Graham Stapleton, CEO of Halfords, said: “I am delighted to welcome Rob as the MD of Tredz and to the Senior Leadership team at Halfords. He brings a broad range of expertise across digital transformation, retail, customer experience and sales, and will be a great addition as we continue to grow our performance cycling brand, Tredz and to the whole business as we continue to deliver on our service-led strategy.”

Last month, Halfords announced it would reopen a portion of its stores across the country shortly, in line with the Government permitting non-essential retailers in England to open as of June 15th, having closed all branches back on March 23rd.

Just prior to this, the company issued a statement that it proposes to close both its Cycle Republic stores and the Boardman Performance Centre following a strategic review.

Hayley Everett

Multimedia Reporter

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