Rupert Nichols

Commander
DISC Type : D

Customer and Commercial Director at Magnet

London, England, United Kingdom

Overview

Rupert is the Customer and Commercial Director at Magnet, leveraging over 15 years of leadership in omnichannel retail to drive transformation and growth. A graduate of Newcastle University, he is described by colleagues as commercially astute, hardworking, and driven, with a history of improving sales and profit margins at major retailers like Toolstation and Dixons Carphone.

Outside of his executive roles, Rupert is committed to community and charitable causes. He actively participates in fundraising, including completing a 26-mile marathon hike for cancer support. He also champions initiatives that help young people develop practical trade skills through community renovation projects.

He once participated in a 26-mile "Mighty Hike" through the Wye Valley to raise money for Macmillan Cancer Support.

Personality Overview

Strong-Willed

Decisive

Very Quick

They prefer to be the ones controlling the conversation or defining the terms.  They like to move fast and expect the same from others. They are not always relationship oriented.

Topics They Care About

Retail Transformation
He specializes in customer and commercial transformation, with a proven record of driving growth, market share, and margin improvement for major retail brands like Toolstation.
Community Support
Actively supports partnerships that renovate community spaces, believing in creating positive change and helping young people learn valuable trade skills.
Customer Experience
Focuses on creating rewarding customer experiences and has led the development of loyalty programs like the Toolstation Trade Club to better serve key customers.

Media Appearances

Rupert has no verified media appearances

Work History

1-2026
Customer and Commercial Director at Magnet
10-2022 - 10-2025
Customer and Commercial Director at Toolstation
7-2022 - 10-2022
Consultant at Daley Hub
1-2020 - 5-2022
Trading Director at Studio Retail Limited
1-2017 - 9-2019
Group Buying Director at Dixons Carphone

Education

1994 - 1997
Bachelor of Science (BSc) from Newcastle University

More Information

Social Presence :

Prographics :

Exp : N/A Location : London, England, United Kingdom Job Level : N/A Designation : Customer and Commercial Director at Magnet
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Insights For Selling To Rupert

During A Call Or A Meeting

DO's

  • Hold your ground without indulging in one-upmanship
  • Be respectful but crisp
  • Help them weigh the risks by sharing objective proof points without becoming too analytical

DONT's

  • Avoid being too verbose
  • Do not spend too much time focusing on product tech or features
  • Don’t be in a rush to invite them for a social meet and greet

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rupert is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Rupert

  • If they are not convinced, they will say no without any hesitation.

Insights For Deal Planning

    How fast (or slow) will Rupert move?

  • They can reach decisions fairly quickly if they are convinced.
  • Can Rupert take some risk or not?

  • They don’t mind risks but can be quite binary about them.

You And Rupert

Personality Compatibility


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