Toys “R” Us Jeremy Johnston, Saudi CEO

He has gained an immense knowledge of the Middle East retail business, holding executive positions across Gulf states and near fluent in Arabic. Jeremy Johnston has a lean athletic ‘Power House’ build more akin to a manikin. He is known for getting what he wants and taking no prisoners. That’s his management style and he is proud of it!

Not adverse to wearing the traditional Arab jubba robe dishdash on dress-down Thursdays. He cut’s a rather eccentric nubile figure wafting through the office, to the amusement of his expat colleges and somewhat bewilderment with Arab staff. Others call him ‘JJ Cool’, (reference to the American rapper, actor, author and entrepreneur from Queens, New York!

Jeremy is deeply interested in Arab history and culture, some may say he epitomizes the dashing charismatic figure of a latter-day Laurence of Arabia! That sums up our British Knight in the Middle East;

‘With over 20 years in the Middle East Jeremy Johnston is a retail entrepreneur par-excellence’

Johnstone a scholar with an exemplary academic record. This gifted individual, excels at most of what he does. Passing with flying colours through ‘Worcester College’ one of the most esteemed British Public schools. Then up to University of Oxford attaining an honours degree in modern history. The University of Oxford is ranked one of the 10 bests universities on the planet!

Even at this early stage of Jeremy's development he had a clear vision and drive to be a leader and trail blazer across international trade

‘I have a reputation of making things happen! My mantra, which I try and instill everyday with my team is ‘Think and Do’. Success is always backed by a well thought out plan. I don’t like mistakes when they are due to carelessness’  

The above direct approach from this dynamic CEO is refreshingly honest and has help Johnston become somewhat of a celebrity in Gulf retail circles. But his directness has upset a few on the way he admits

‘Yes, some of my team have taken time to work as I do, but eventually they see the benefits, if they don’t they are out! That’s how I work. You can’t afford to run a dynamic competitive business caring dead weight. Yeah, I do know people I have fired have resulted in braking up families. The Visa arrangement in Saudi are strict if you lose your job you’re out of the country. No if’s or Butts! I don’t make the rules, but that’s life, these guys came over in the first place to make money and that comes with risks’
   

Johnston as a youngster dreamt of adventure and success in far-off lands. Today he has fulfilled his dreams. Now an avid international traveller when time allows, he has become an adept and successful property investor, snapping up prime retail estate in Dubai, Bahrain and Caribbean

Yes, when I turned around Zahoor al reef, some called my success from ‘Zero to Hero. It sounds good and I welcome the kind recognition, it was hard work. But it all came out well. I was lucky to have a great British team around me for delivering this

Johnson is the top man at Toys’’R’’ Us for Saudi Arabia. A position he was headhunted two years ago after his success at setting-up Zahoor al reef, the international cosmetics brand for a IPO. Many say he single handily took Zahoor, a locally owned Saudi toiletries and fragrance brand from zero to hero.

Johnston rules Toys’’’ Us from his impressive ‘state-of-the art’ corporate HQ based in Jeddah, the most western city in Saudi. He overseas business with his dedicated team of hundreds, developing and managing 22 large format Toy’R’Us stores. Today he says the opportunity is to leveraging the infant e commerce market where Saudi like other Middle East Gulf states lags behind Europe and the States. Many believe it offer’s tremendous opportunities for rapid expansion. This has been underpinned by CEO of Amazon, Geoff Bezos recent trip to Dubai and the purchase of leading local online brand Souk.com 

   

But Darker clouds are gathering round the iconic brand Toys ’R’ Us

These dark clouds circulating question the robustness and sustainability of the company’s business model. Will it be able to complete in the rapidly expanding online market place? Many investors are saying it’s broke and radical surgery is needed to sustain its competitive edge. Others say it too far down to come back up. But it isn’t looking good! Some parts of the global brand have file for Chapter 11

Jeremy Johnston has a positive outlook, here is his take…….

 ‘Yes, I have heard the bad news coming out of the states. But it isn’t all bad. I can see a turnaround, but our U.S executive team must act swiftly and decisively. It isn’t about retrenching or consolidating distribution, it’s much more than remoulding the existing business model. What it’s about is the ability to leveraging our core competencies and transferring them into a viable new model. That’s not going to be easy, everything is pushing against us

The Saudi operation which I head-up and control doesn’t have the same problems

We are market leaders, in-fact we own the Saudi toys market. But of because we have been impacted by the failure of our US counterparts…that hurts.

My team is still planning expansion here. We have aggressive marketing and are expanding distribution specifically e commerce. E commerce is our key profit driver for 2018/19, I’m here for the long-haul, Toys ’R’ Us has become part of me over the last two years. To your earlier question, would I move to the US and help with the challenges they face? Yes, of cause, but I haven’t been invited yet, it’s too early. But this may change. Yes, I believe I could help in formulating a ‘New vision’ for the company, and moulding this into an effective and robust business model

On that last comment Jeremy Johnston closes the interview, in a firm but respectful manner, with a passing commenting that ‘I have meetings to attend’

    

At the time of Toys ‘R’ Us its bankruptcy filing 2017, they faced the task of managing a debt load of some $5 billion. They announced that it had received a commitment of over $3 billion in debtor-in-possession financing that it intended to use to improve liquidity while maintaining operations. CEO Dave Brandon said Toys “R” Us would restructure its long-term debt as it entered “the dawn of a new era” ahead of the 2017 Christmas selling season

Our take on this is don’t hold your breath! Maybe time is running out for a turnaround to happen

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