Horror stories attached to some recent retailing events concerning Hoover, Ratners and others raise questions about a company’s ethical concern, whether it be part of its marketing strategy or ‘thrust upon it’. If ethics is to have a place in retail strategy that place is better focused around performance at an operational level rather than at the level of promotion or publicity. The author is Professor of Retailing at Nottingham Business School, Nottingham Trent University, Nottingham NG1 4BU, U.K. e‐mail: [email protected].