Boss of BHS.com watches sales jump after firm seizes the ‘start-up mentality’

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 start-up.

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 start-up company do?’ And if they wouldn’t do it, then nor should we.

“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.

The Qatari firm poached Mr Mallinder to lead the online business from organic food delivery firm Abel & Cole six months ago.

He said the aim of BHS.com was to offer products “at prices in reach of any British home”, with a focus on UK contemporary design.

While sales had seen no immediate impact from a slowdown in consumer spending or rising inflation, he said the firm was keeping an eye on costs to prevent price rises.

The retailer wants to avoid selling more expensive products that drag it towards the middle of the market.