Theo Paphitis Revives Robert Dyas

0:00On March 18th, the O. Pafetus, the Dragon's Den Star, has stepped in as interim chief executive officer at Robert Diaz, the 100, 54-year-old homework chain facing tough times. The company saw a 5% sales drop in the year ending March 2025, along with an earnings before interest, taxes, depreciation, and amortization loss of 3.4 million pounds across its 93 stores. He's wrapping up his hands-on role within his retail group to sharpen the brand's focus and turn things around. Early signs look promising, with e-commerce sales of 11.8% and drop-shipping growing by 22.4%. Pafetus built his reputation on Dragon's Den from 2005 until 2013, before diving deeper into his businesses like Ryman, stationary and book avenue, lingerie. Last year's booze came from energy-saving items such as air friars and dehumidifiers, with a lower footfall and odd weather hurt high street, performance.

1:00The team has reviewed products in key home and garden areas, boosted click and collect options, and expanded joint stores with Ryman. Their loyalty program, Mydeas, now has 1.9 million members driving 25% of store sales. These changes are sparking green shoots, and with Pafetus leading the charge, Robert Diaz aims to blend its strong digital push with loyal in store. Shoppers for a solid comeback. Made in AI.