BHS signs up denim brand loved by Kate Moss as it revamps stores

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Retailer BHS is trying to win new customers and convince them its fashion stock is not just “old elasticated trousers”, by tying up with new fashion chains including a denim brand which counts supermodel Kate Moss as a fan. 

The loss making high street retailer which was sold by Sir Philip Green for £1 in March, has agreed concessions at seven shops with womenswear group Quiz, and with denim company Ruby London at a handful of stores. Both will be in the Oxford Street flagship.

Sara Bradley, womenswear trading director at BHS said the brands would help to pull in more customers in the late 20s to 30s bracket. 

It will add to the firm’s existing customer base.

In addition the company will distribute over 4000 flyers in the capital to promote the store’s new clothing lines during London Fashion Week. 

The plans were unveiled yesterday in Watford as the group showed off its new branding, with a name change from BHS to British Home Stores and new in-store convenience food and drinks offering. 

Shoppers can now buy bread, food, drink and ‘2 dine for £10’ offers alongside traditional BHS items such as clothes and bedding. 

It is one of six food stores it has opened this year and a further 14 will open before the end of October.

The moves are part of a three year turnaround plan to boost sales and steer the company back into black and restore it to its “rightful place” on the high street. 

Its new owner is little-known group Retail Acquisitions, which is backed by a number of investors.

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September 18, 2015 |
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