Leading Retail Transformation
Priit Peterson – The department Store Director at Stockmann Eesti
& Food Category Director Baltics
Guided by strategy, strengthened by people,
proven through results.
At Stockmann I focus on retail transformation, customer experience and strengthening commercial execution. My role is to align teams, simplify processes and help shape a culture that supports clarity, accountability and modern retail leadership.
At Rahva Raamat I led digital and business development, working across e-commerce, loyalty, store concepts and operational improvements. My focus was on modernizing the business model and supporting long-term growth through technology and customer insight.
At Coop Estonia I worked on retail development, new store formats and CX improvements. My role included concept creation, layout optimisation and the introduction of new technologies that made everyday shopping more convenient and efficient.
At Bauhof I contributed to commercial and market strategy, working with pricing, assortment and sales processes. My focus was on strengthening competitiveness, improving margin performance and supporting Bauhof’s broader growth direction.
About Me
I believe that real transformation begins with clarity — and that tomorrow doesn’t have to look like today.
Retail is changing faster than ever, and leading through that change requires more than processes and spreadsheets. It requires leaders who can see patterns before they become problems, listen before they decide, and create environments where teams and customers feel genuinely valued.
Throughout my career — from Rahva Raamat to Coop, Bauhof, StrongPoint and now Stockmann — I’ve focused on bringing together strategy, technology, and human insight to build businesses that can adapt, grow, and thrive. My approach is simple: understand people deeply, challenge the status quo, and turn complexity into meaningful progress.
Every decision, every improvement, every innovation exists for one purpose:
to make the customer’s life easier and the organization stronger.
- Roles
12+
in growth, innovation, strategy, and turnaround leadership
- Years of Experience
20+
leading retail and business transformation
- Store Formats & Concepts
40+
Worked across dozens of store concepts, formats, and retail environments
With more than two decades of experience in retail, technology and business transformation, I have led organizations through moments that demand both precision and courage — from digital reinvention and customer-experience redesign to cultural and structural change.
My path has taken me through some of Estonia’s most well-known brands — Rahva Raamat, StrongPoint, Bauhof, Coop and now Stockmann — each chapter reinforcing the same truth: transformation is not chaos. It is clarity in motion.
I believe great leadership happens when strategy and humanity meet. When customers are heard before they are measured. When teams feel ownership, not pressure. When decisions are made with calm conviction instead of noise.
My Leadership DNA
The core of my work is built on a few principles I never compromise on:
✓ Change leadership — challenging existing ways of working and building solutions that move the business forward. Real transformation requires the courage to question habits, simplify systems, and create space for something better to emerge.
✓ Strategic clarity — aligning teams around where we’re going and why it matters.
I believe people perform at their best when the direction is clear, the priorities are focused, and everyone understands the “why” behind the plan.
✓ Innovation with purpose — bringing technology and new ideas into daily operations so they create value customers can feel.
Innovation is not about trends; it’s about solving real problems, improving experience, and making the business stronger in measurable ways.
✓ Customer-experience excellence — loyalty begins long before loyalty programs; it begins with understanding unmet needs. Great retail starts with noticing what customers don’t say but expect, and removing friction before it becomes frustration.
✓ People first — empowering teams, giving responsibility, and building a culture where results come from trust, not fear. I believe teams thrive when leaders listen, give ownership, and create an environment where initiative is encouraged, not controlled.
✓ Operational discipline — ensuring that strategy is backed by strong processes, consistent execution, and clear metrics. A vision only works when the everyday systems support it; discipline turns ambition into results.
Together, these principles shape the way I lead: calm under pressure, structured in complexity, and decisive when it counts. I strive to create environments where people feel supported, customers feel understood, and the business can grow with intention and integrity.
My leadership Philosophy
Key achievements
- Best Bookstore in the World & digital transformation at Rahva Raamat – Led the strategic and operational work that helped Rahva Raamat win the “Best Bookstore of the World” title in 2022. Drove a comprehensive digital transformation, including the launch of an award-winning e-commerce platform, a new customer loyalty program and a clearer omnichannel experience that strengthened both brand and results.
- Retail development and concept work at Coop Estonia – Developed new store concepts and technologies that improved customer experience and increased efficiency. Worked on formats, layouts and self-service solutions that made everyday shopping easier, while reinforcing Coop’s role as a convenient, customer-focused retailer across Estonia.
- Market expansion and EBITA growth at Bauhof Group – Implemented commercial and sales strategies that supported Bauhof’s expansion and repositioning in the DIY market. Focused on pricing, assortment, campaigns and margin management, resulting in significant EBITA growth and a stronger, more differentiated market presence.
- Business model transformation at Rimi Baltic – Played a key role in transitioning Säästumarket from a hard discounter to a soft discounter model. This included rethinking assortment, pricing architecture and customer promise, which in turn boosted revenue, improved store perception and raised overall customer satisfaction.
Our cooperation with Stockmann has lasted for many years. Priit Peterson's distinctive qualities as a leader are his collaboration-oriented approach, respect for and trust in partners, and his ability to value shared effort.
Villu Õun
My collaboration, in my capacity as a member of the Rahva Raamat supervisory board, with Priit Peterson—who served as the company’s Managing Director—lasted from 2021-2023. During those years, ensuring the company’s focused and sustainable development under Priit’s leadership was based on his professional cooperation with the company’s employees, grounded in his deep theoretical knowledge and his long-standing, effective, and valuable experience as an entrepreneur.
Jüri Ross
Priit Peterson is a highly hands-on transformation leader with a sharp eye for detail and a clear future-oriented mindset. He combines strategic vision with practical execution, ensuring that change delivers real and lasting value.
Andres Alango
I have found Priit Peterson to be a pleasant and constructive partner to work with. He is communicative, reliable, and consistently helpful, which makes cooperation smooth and effective.