Womenswear gives BHS. com big sales boost
THE boss of BHS. com has seen sales jump by more than a third as the retailer seizes a start- up mentality to resurrect the business online.
Managing director Kevan Mallinder said sales climbed 35 per cent during the second quarter, thanks to a stand- out performance from its womenswear division, which surged 350 per cent over the period.
Efforts to rebuild the brand were also gaining traction, with first- time shoppers representing around two thirds of its customers. Mr Mallinder said his 20- strong staff – the majority of which came from the defunct department store group – had thrown off the shackles of the past and were treating the operation like a disruptive startup. He said: “The star of the show in the last quarter has been womenswear and that has grown because we have better products and we have given it more focus. “A question I frequently ask is: ‘ What would a startup company do?’
“And if they wouldn’t do it, then nor should we,” he added.
“All the staff have needed is some freedom to ask themselves new questions.”
The Al Mana Group snapped up the brand and formed BHS International in June last year.
Alongside BHS. com, it also owns the overseas franchise business, which has profitable department stores throughout Europe and the Middle East.