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30 under 30: Oliver Platts

Sales director, Johnstons of Elgin, aged 30

Oliver Platts

Oliver Platts

Leadership; communication skills; empathy with product, market and customer; understanding the retail and consumer market; solid; dependable; a team player. Oliver Platts “fits all this criteria impeccably”, says Johnstons of Elgin managing director James Dracup. “Oliver is blessed in that he had a comprehensive experience as a retail operations and buying manager with his previous career at The House of Bruar. He fully understands, therefore, the needs and requirements of our customers.”

Having led a team of 150 as retail manager at The House of Bruar before joining Johnstons of Elgin, Platts is as passionate about sales as he is about British products. “Our chairman James Sugden knows everything there is to know about the industry and I also share his fierce passion for British-made goods,” says Platts. “He always tells me to make sure I put quality first, from the product we sell, to the phone calls I make and emails I send, quality of everything is key.”

It’s not surprising, then, that Platts admires fashion’s British stalwarts: Paul Smith, Vivienne Westwood, Christopher Bailey. “Also Nick Robertson at Asos for changing the face of modern fashion retailing,” says Platts.

Platts’ ambitions remain firmly rooted in British manufacturing. “[My ambition is] to be a major part of Johnstons of Elgin on a global stage and at the forefront of a resurgence in British textile manufacturing by [helping] to develop great UK-made products for the whole world to buy.”


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