One month after re-brand, BHS.com expands with fashion range

Barely a month after formerly brick&mortar retailer BHS launched as a pure online player, their first clothing collection is out, just on time for the holidays. The new shopping website currently offers fashion for men and women and will add kidswear to its offering in a month.

At the moment there are dresses, skirts, trousers and sleepwear available for women. Men can shop online for t-shirts, jeans, trousers and sleepwear. New items are due to be added next month which include knitwear and a kids fashion collection.

"The collection is very tight but we will be adding collections regularly to expand the offer including children’s character products and women’s day to evening party wear in Autumn/Winter,” explained Friday Sara Bradley, buying director at BHS.

As part of the remodeled business strategy, best-selling items from the traditional BHS stores have been carried through to the new business, such as the ‘mix and match’ tailoring range in womenswear.

"We are proud of this initial collection but even more excited by the range that we will launch in Spring 2017,” said a content Bradley in a statement.

The British retailer went into administration last April, sending waves through the already preoccupied retail industry as it was shut down due to the lack of a buyer. Now, BHS International, formed by the Al Mana Group, has injected new life into the retailer, relaunched as an online fashion, homesware and accessories platform.

Commenting the comeback of BHS as a pure online player, Richard Hyman, an independent retail analyst, said in September, when the launch of BHS.com was officially announced, that the company was coming back at a challenging time for the UK retail industry.

“The UK market is entering the most turbulent, challenging moment in its history. A major determinant of success in this market will be how retailers deal with change – simply doing things in the old way won’t work any more.”

“BHS International knows it has to focus only on those parts of the old BHS that worked, and to edit and reposition the product offering. The market emerging will be tough but BHS has been able to choose the cards it holds going forward, and that will be a key advantage it can leverage,” further added Hyman commenting the news for ‘The Guardian’.