23.Apr.2010 Peter Lee(CEO) – Refuel
We cornered Peter Lee- This is what he had to say.
What’s your Story?
Lifelong entrepreneur. Left Oxford Polytechnic back in 1979 with no qualifications. Went into the Music business and opened a dozen record stores called MUSIC MARKET back in the eighties. Moved them into Video Rental and ended up selling my 12 stores to a PLC that wanted a national chain. Was appointed Managing Director of that company RITZ VIDEO FILM HIRE and opened 700 stores across the UK in 3 years. Left this company and went into the Sports and Fashion business concentrating on headwear especially Baseball Caps. Established Twins Enterprise (from BOSTON,USA) in Europe from 1993-99. Left them and built my own company BUCCANEER EUROPE which distributed several brands in the UK including NEW ERA. Established a great relationship with New Era CEO and presented a plan to establish NEW ERA in its own right in Europe.
How did you get involved with New Era and when?
New Era Europe was established in July 2003 with my family owning 49% of the company. I transferred the headwear business from Buccaneer to New Era to get the company a good start along with eleven of my staff. By 2009 i had 130 employees and had grown the business 6 fold in those six years.
Since leaving New Era in 2009 what have you been working on?
I started with one brand called Longshanks but realised quickly that i needed several brands to distribute.
Who designed what you are wearing?
Usually a pretty casual dresser with Jeans and t shirt. Usually wear Longshanks t’s, lucky brand jeans and Heyday high tops.
Your favourite artist or musical track to listen to while your working?
Big Foo Fighters fan.
How important is Celebrity endorsement?
Absolutely essential these days. It’s what gave New Era their rise to prominence in the early 2000’s.
Are there any other brands out there that you’d like to be working with? Superdry
One thing you wouldn’t leave your house without & why?
My Blackberry and glasses. The day doesn’t function without either of these.
Any holidays this year? where to?
Yes Florida. My wife and i are lucky enough to have a home over there.
What’s the future ?
To build Refuel into a profitable established company and have some fun.
