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Dixons Chief Executive John Browett, who revived the British electronics retailer by emphasizing customer service, has been hired by Apple Inc for leading the iPad maker’s global retail expansion.

Making his first high-profile hire since taking the helm of the world’s largest technology company, Apple chief Tim Cook lured the well-regarded industry executive to fill a critical post once held by Ron Johnson.

Browett will see the retail strategy of Apple and the expansion of its stores around the world, from the current total of around 300.

“An outsider with international experience will help guide Apple’s global expansion strategy,” said RBC Capital Markets analyst Mike Abramsky. “His experience includes localizing stores for multiple countries.”

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