DIY Blinds’ new CEO to drive growth strategy

Issue 95 March 2024

DIY Blinds, a leading ecommerce retailer in the window furnishings industry, has appointed Peter Mitchley-Hughes as its new Chief Executive Officer.

Co-founder Evan Montero will take on the role of Chief Growth Officer, and co-founder Liam Dobson will continue as a Director, providing strategic guidance to the business.

The new leadership team is set to drive an ambitious growth strategy for DIY Blinds, including expanding its new division, HomePro.

Entering a new growth phase, the founders determined it was the right time to appoint a professional CEO to further their expansion. Mitchley-Hughes was appointed after an extensive search, led by Independent Chair Marina Go and supported by the board, for his impressive track record leading retail businesses and digital transformation.

Mitchley-Hughes brings unique and invaluable experiences to the role. At Bunnings, he spearheaded the digital and data revolution, building their market-leading e-commerce solution.

He also led B2B Trade, giving him deep insights into the requirements of tradespeople and builders, a key demographic of DIY Blinds’ HomePro division that offers tailor-made solutions for customers, trade, architects, and designers.

“This is a great opportunity to build on the vision of Evan and Liam. The growth they achieved provides an amazing platform to explore new markets and expand our internal capabilities so we can fully realise the potential within this dynamic business,” Mitchley-Hughes said.

“As a customer myself, I admired DIY Blinds’ disruptive influence, so much so I could not resist the opportunity to lead this incredible business where we can utilise new technologies to meet and exceed our customer’s ever-changing needs,” Mitchley-Hughes added.

Montero, in his role as Chief Growth Officer, says he will leverage his extensive industry experience and network to shape and lead the growth strategy. 

“With a seasoned executive of Peter’s calibre at the helm, it opens new horizons for DIY Blinds and HomePro. Liam and I are excited to have Peter by our side to drive the business’s further market expansion,” Montero said.

Go shared her enthusiasm for the dynamic partnership stating: “The appointment of a leader like Peter is a significant milestone for DIY Blinds. It allows Evan and Liam to play to their strengths. I am confident that this new leadership team will catapult the business from its roots as an innovative startup to a formidable force in the online retail sector,” she said.

Founded in 2015, the scale-up of the business and investment in executive talent follows the Australian Business Growth Fund (ABGF) coming on as a minority investor in 2022 with an investment of $15million. Backed by the Federal Government and six leading banks, part of its initial investment was to unlock the next growth phase and support the expansion of HomePro.

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