About StoreForce - Built By Retailers For Retailers

Our Company

StoreForce delivers Positive Sales Growth and a Consistent Brand Experience

The North Face Logo
Tommy Hilfiger Logo
StoreForce Client: Bestseller
Tory Burch Logo
StoreForce Client: Wolford
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StoreForce Client: The Body Shop
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StoreForce Client: Suitsupply
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Timberland Logo
Columbia Sportswear Company Logo
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Top Specialty Retail brands partner with StoreForce

StoreForce’s story began in 2010 with our founders, Dave Loat and Chris Matichuk. With extensive backgrounds in retail and retail management consulting, they recognised the need to provide a simple, consolidated solution for Specialty Retail. StoreForce is built by Retailers, for Retailers. When we say that, we mean it – we understand the business, its goals, and the paths to success. Our ultimate goal is to enable specialty retailers with a simple, all-in-one solution that becomes an integral part of their everyday retailing.

At StoreForce, we help retailers manage their employees and operations so that they can keep their focus on what matters the most – the customers. After all, the secret to successful retailing is giving your customers what they want, how they want it, where they want it, and when they want it.

StoreForce covers everything from enhancing employee and company performance to precisely implementing retail strategies across all stores to engage and motivate your employees.

The Leadership Team

Dave Loat


Meet Dave Loat, the CEO and Co-founder of StoreForce. Dave has over 25 years of experience working with some of the best-known brands in retail and has incorporated these learnings into the StoreForce solution. Prior to StoreForce, Dave was a founding partner of Karabus Management, which grew to become the second-largest retail-specific consulting firm in the world. While at Karabus, Dave had the experience of working with over 100 retailers. He is truly passionate about store operations.

Chris Matichuk


Meet Chris Matichuk, the Chief Operating Officer and Co-founder of StoreForce. With over 30 years in retail, Chris has vast experience in retail consulting and retail systems. Chris has worked closely with 100+ retailers spanning nearly all formats of retail. She has also held positions from field organization to corporate operations in department stores, big-box retail, and specialty retail.

Matt Charpentier


Meet Matt Charpentier, the Chief Revenue Officer for StoreForce. With 25+ years of sales and sales leadership experience in Start Up’s to Fortune 500 companies, Matt has built go-to-market strategies in industries such as education, intellectual property software, and WFM software. Matt has a proven track record of exceeding sales objectives while focusing on long-term strategic planning. Most recently, his leadership has been focused on sales and marketing in high-growth private equity-funded SaaS software companies. He has a persuasive leadership style anchored in performance and problem-solving. While building high-performing teams, he is balanced by the humble and resilient spirit of the Midwest.

Graydon Hewson


Meet Graydon Hewson, the Vice President of Technology at StoreForce. Graydon leads the development and implementation of our innovative solution. With 20+ years of experience as a leader in technology, Graydon has a deep understanding of how to leverage tech for business success. He oversees the delivery of StoreForce’s suite of workforce management tools, which helps optimize operations and improve customer satisfaction. With Graydon’s wealth of knowledge and experience in technology, and business intelligence, StoreForce is able to provide a world-class solution to all specialty retailers.

Allie Gratton


Meet Allie Gratton, StoreForce’s Vice President of Client Services. Allie’s retail journey started on the shop floor, and she has held several different operational and leadership roles during her career. Allie leads our powerhouse services and support teams and helped define the role of our Client Engagement Managers. Her main goal is to enable retailers to deliver unique in-store experiences by providing guidance and input on how StoreForce can support their operational initiatives. With her charismatic flair, Allie makes your every day a ray of sunshine.

Chris Noble


Meet Chris Noble, the Director of StoreForce – Europe. Chris knows that making data-driven decisions is key to employee engagement, generating sales, and increasing efficiency. In the last 20 years, Chris has worked exclusively with Specialty Retailers across Europe and the Middle East. Chris’ forte is technology, and he understands that bringing it to the sales floor is critical for retailers to maintain their positions. He believes that StoreForce not only does this but also allows retailers to experience sales growth and differentiate themselves through a better customer journey.

Penny Reece


Meet Penny Reece, Operations Director for StoreForce. Penny is a dynamic and results-driven leader, excelling in strategic initiatives focusing on operational excellence. With 20+ years of retail experience in the field and corporate office, she establishes standardized processes to meet global operational needs and provide exceptional service to partners. Penny’s ability to bridge functions, build relationships, and accelerate performance, drives meaningful and lasting engagement. Known for her energetic, reliable, and no-nonsense approach, she breaks through roadblocks and creates a foundation for StoreForce’s services.

Mike Hardy


Meet Mike Hardy, the Managing Director for StoreForce – Europe. Starting his retail career at the age of 16, Mike found his passion for the industry during his time spent in luxury retail. Over the years, Mike has held roles as a Sales Manager, and a Company Operations Director. Mike loves nothing more than the interaction between store associates and their customers. His main goal is to enable StoreForce Europe to be a dynamic, cohesive, and unified team.

Howard Amoils


Meet Howard Amoils, Managing Director of StoreForce – Australia. Howard first witnessed how effective customer service can keep customers at his grandfather’s well-known retail store over 45 years ago. Howard works with a growing client base after bringing StoreForce to Australia in 2017. Howard loves meeting and working with speciality retailers who radiate passion and energy. He is always looking for the best ways to serve their customers better.

Lester Aderem


Meet Lester Aderem, Managing Director of StoreForce – South Africa. Lester has been involved in providing software and services to the retail industry for more than 40 years. He has worked with many of the leading South African retailers in the clothing, fashion, and furniture sectors. He has specialized in in-store solutions with an emphasis on driving customer service and store efficiency. He is passionate about customer service and the software he delivers and supports.

Judy Genovese


Meet Judy Genovese, the Client Services Director for StoreForce – Europe. Judy has been a leader in the North American and European retail industries for 30+ years. Working in various high-level positions such as Director of Stores and Associate Vice President of Retail for luxury brands like Victoria’s Secret and Ralph Lauren, Judy is no stranger to quality service. Her main goal is to continue inspiring her services team in the UK to live and breathe retail so our clients receive best-in-class help.

Tim Barton


Meet Tim Barton, Director of StoreForce – Europe. Tim has spent his 40+ year career in retail, primarily in Fast Fashion. Tim has held senior roles in Regional Management, Retail Operations, Business Systems, and Customer Experience. His primary focus is driving revenues and profit, reducing costs, and delivering superior customer satisfaction. While working for complex global retailers of scale and pace, both directly and as a consultant, Tim has implemented Business Process improvement and innovative technologies across the board.

Harvey Jaggard-Hawkins


Meet Harvey Jaggard-Hawkins, the Business Development Director for StoreForce – Europe. Harvey joined StoreForce after spending over a decade in UK retail, most of which was spent with the electronics giant Currys. What started as a university job quickly grew into a passion for retail, which led to Harvey having many different roles within retail operations. Harvey brings this passion and broad experience into all he does with the sales and marketing efforts of StoreForce’s European operation. .

Melissa Cacador


Meet Melissa Caçador, the Implementation Process Director for StoreForce. Melissa brings 15+ years of experience working for large Specialty Retailers in several roles, including Human Resources and Store Operations. Melissa is a subject matter expert in store-facing technologies such as POS, Traffic Counters, Labor Scheduling, and WFM systems. Melissa helps clients utilize the StoreForce solution to support their operational initiatives, as well as delivering it through involvement with functional design, support, client training, and project implementation.

The Latest From StoreForce

StoreForce and Accel-KKR Join Forces

StoreForce has announced a significant capital investment from Accel-KKR, a global tech-focused private equity firm. With this investment, StoreForce plans to further expand its presence in global markets.

Future Stores 2023

StoreForce at Future Stores 2023

StoreForce will be in Seattle for Future Stores 2023 from June 20-22, where we will exhibit our industry leading retail operations solutions, and head up a State of the Store panel.

StoreForce Wins Big At The VIP Awards 2023!

StoreForce was voted the Best Quick Impact Technology Solution at the Vendors in Partnership Awards at NRF 2023. We thank the retail community and our partners for all of your support, and look forward to winning many more!

StoreForce Community Conference

Our Community Conference allows our passionate group of Specialty Retailers to all network, learn the tips and tricks of StoreForce, and see how we are a global community of retailers.