Wom­enswear gives BHS. com big sales boost

Solihull News - - BUSINESS NEWS -

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.

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