Peter Callaway is the first Director of eCommerce at House of Fraser and has built the eCommerce operation from its launch to be an integral part of the multichannel retail proposition. Peter's senior retail experience has spanned retail operations, trading, planning and merchandising, giving him an insight into how to make sizeable business operations "work" effectively, delivering upon the brand's promise to customers.

Prior to House of Fraser, Peter's experience includes senior roles at Clarks and Principles, and so Peter is well placed to blend specialist category and customer segment approaches into the general offering. In addition to the eCommerce team Peter is responsible for the contact centre and direct logistics operations. Peter's aim is to blend the new capabilities of eCommerce with the trading disciplines of an ambitious retailing group into a sparkling, class-leading service for brand-savvy consumers.