Tiso weathers the storm to plan a bright future

Since 1962, when the outdoor retain chain he helms was established by his parents, Tiso Group has been the first port of call for countless cyclists, skiers, walkers and mountaineers across Scotland.

Chris, who is passionate about the outdoors himself, has climbed a few mountains in his time.

But the biggest he has had to conquer have been of the emotional - not physical - variety.

Twenty one years after losing his father, Graham, in a boating accident, his brother Donald was killed on a climbing expedition in January.

The latest tragedy to strike the family came just weeks after Tiso had secured an agreement that gave retail giant JD Sports a controlling stake in the business.

It was a deal that effectively secured the future of the company, leaving the family still in control of its own destiny while giving JD access to the lucrative outdoor retail sector.

But the loss of Donald was a savage blow. The brothers were extremely close, and while Donald preferred to work in the background, the two had built the business hand in hand after the sudden loss of their father in 1992.

"We're on year into a new partnership with JD and it's a year which has passed frighteningly quickly," said Chris over coffee at the company's Glasgow Outdoor Experience.

"From a personal perspective, it's been a difficult year for me because my brother and I had only just completed the partnership with JD when he was killed in an accident.

"That was a devastating punctuation to our first year in our new partnership. But from a business perspective it's been a really busy and exciting year - and a very positive one too."

Unsurprisingly, Chris recalls his first day back in the business after losing Donald as being charged with emotion. But he says his colleagues could not have any more supportive.

That also goes for JD chairman Peter Cowgill, with whom he had very quickly struck up a good working relationship.

"He was amongst the first people to call me, and was very caring, compassionate and supportive," Chris recalled. "As a business, they were hugely understanding and supportive right throughout what was a very difficult time, and I suppose it reinforced the fact they were the right partner for us.

"It's funny how things work out and sometimes it takes a very difficult situation for you to see people at their best, I suppose."

Tiso, which has 11 stores across Scotland and also owns the Alpine Bikes, Blues the Ski Shop and Keswick-based George Fisher outdoor shops, took its time before taking the plunge with JD.

As he surveyed the shifting landscape in the outdoor retail arena, Chris knew further consolidation was on its way, and that Tiso may feature.

Other suitors showed their hand, but Chris and Donald held out for a partner that would allow Tiso to remain true to its values, while improving its competitive position and allowing the management to retain a degree of autonomy.

With JD, whose interests also include the Millets and Blacks outdoor chains, Chris feels they have achieved that blend.

The latest results for Tiso showed it narrowed its losses, to £1.9m from £2.3m, in the year ended February 1, amid an improving trading performance.

JD, which paid £2 million for a 60 per cent stake in the business and advanced £5.34m to help settle debts, had previously warned Tiso would not be profitable that year.

"I think at the time some people perceived it as a takeover from JD, or indeed an exit by the Tiso family - indeed it was neither," Chris said. "It was a partnership. I'm still here today, running the business, and I'm working very closely with JD and in particular Peter the chairman.

"Their involvement, their support, has allowed us to not only recapitalise the business and invest in our stores, invest in marketing, invest in supplier relationships and invest in people. It has also allowed us to remain very true to what we do."

Yet Chris admits that customers had to be assuaged that the deal had been the right thing to do.

In the immediate aftermath of the announcement he found himself awake until the wee small hours, fielding customer concerns on social media networks.

"It's true to say there was a concern and I think it's entirely understandable, and entirely reasonable," he said.

"When a business goes through a major change in structure, as we obviously did, then I think it's perfectly reasonable for people to be a little bit fearful of the change, the consequences of that change, and how it might affect what they see and experience of the business.

"But I also took it as a huge compliment, because what it tells you is that there are so many people out there, so many of our customers, who genuinely cared.

"And I think it says a lot about the affection in which Tiso is held within the Scottish outdoor psyche in particular: the fact that people were genuinely concerned for what this meant for Tiso and for them as a customer."

Twelve months on, Chris is convinced the faith Tiso customers have shown the business since JD came on board has been rewarded.

Asked to pinpoint how the partnership with JD has benefited Tiso, he notes that it has enhanced the customer experience by allowing investment to be made in stock availability and improving the shopping environment in its stores.

Beyond these tangible improvements, he is equally satisfied that his new colleagues have taken the time to understand what makes Tiso tick.

"One year on I would hope that they [customers] would say that Tiso has remained as committed to quality as it always has been, and that the commitment to selling quality products with integrity, which is what we have always been about, has not wavered in any way shape or form," he said.

Not that the benefits have flowed entirely one way.

Chris contends that Tiso has helped JD understand the particular demands and nuances of the outdoor retail market.

"I think there is a really healthy cross-pollination," he said. "Yes, there are areas where we have definitely learned from them in commercial terms, because we have been I suppose quite insular in running our business in Scotland for a long time. And to have the benefit of some very high level, highly experienced and professional operators now on board can only be of benefit to us.

"But equally I think if you were to ask them they'd feel they have learned from our knowledge and experience gleaned over 50 years in the outdoor trade, which they are the first to admit is still a relatively new sector for them. So there's a positive flow of information in both directions."

Looking forward, Chris promises that some "exciting developments" are being planned by Tiso to develop its multi-channel offer. These will include a move into "click and collect" as well as driving online sales, which so far continue to represent a small component of overall sales.

"We don't just see multi-channel as being an online entity," Chris said.

"There is an opportunity for click and collect and we think our business model and our locations and the products we sell lend themselves to that. But we are also looking to introduce kiosks in store so that even those customers who visit some of our smaller stores in the satellite locations and the smaller towns and cities in Scotland can have access to the wider range without having to travel to one of the big stores.

"We see it as an opportunity, not a threat."

However, with the Tiso inbox bursting with plans, it is perhaps not surprising that this outdoor retailer does not to pursue his sporting passions as much as he would like.

"I'd love to be in the outdoors every day," Chris said. "I'm a keen biker, skier, runner, hill walker, climber and sailor. Do I get the opportunity to indulge these passions? Sadly not. But I suppose when you do it makes it all the more precious."

Curriculum vitae

CHRIS Tiso is the chief executive of Tiso Group, the outdoor clothing and equipment retailer formed by his parents Graham and Maude in 1962.

Educated at Edinburgh Academy and Rannoch School, he was handed the reins aged just 21 following the death of his father in 1992.

During his tenure Tiso has grown to encompass 14 stores trading under four fascias in Scotland and the Lake District, employing around 400 staff. Group turnover is around £30m.

In 2013 high street retail giant JD Sports acquired a 60 per cent stake in the business for £2m, while also advancing the company £5.34m to settle part of its debts.

Outside work, Chris and fiancee Alice live with his two children in rural Kinross-shire. He is an ambassador for Dyslexia Scotland and was recently elected honorary president of Scouts Scotland.

He is a former chairman of the Scottish Business Achievement Awards Trust, brand ambassador for Save the Children and has won several business awards.