Peter Jelkeby was appointed Country Retail Manager, IKEA UK & Ireland in April 2019, returning to the company he originally worked for as a student. With over 30 years of retail industry experience, Peter is adept at driving change and developing businesses to succeed in fast changing consumer markets. This experience is helping to drive the transformation of IKEA's business, ensuring it remains affordable, reaches more people, delivers excellent customer experiences and is truly people and planet positive. Peter's focus on the importance of sustainability is evident as he also takes on the role of Chief Sustainable Officer for UK & Ireland.