BHS to launch fashion range for older customer

BHS, the Arcadia-owned department store by Sir Philip Green, is launching a new fashion

collection this week.

Aimed at a style-conscious older customer, the range hopes to appeal to a forty-plus shopper who is looking for fashion but has a budget.

"We are going to provide aspirational clothing that's good quality and good value," said Green, while aiming to keep prices low and improve quality and fashionability.

The collection features easy-to-wear pieces with an emphasis on casualwear. There are faux shearling gilets, long-line biker jackets, suede-front leggings, boho smock tops inspired by Isabel Marant and a pair of Yves Saint Laurent-style Chelsea boots embellished with a silver chain.

BHS's womenswear director Sara Bradley said: "Our biggest challenge is changing the perception around BHS womenswear clothing. Home and lighting is a forte of the business and we want to get the rest of the brand up to that level."

Honor Westnedge, of the retail consultancy Verdict, told The Sunday Times: "They hadn't realised that 40- and 50-something women are more interested in style and fashion, and dressing and feeling a bit younger.

“M&S has 10 percent of the clothing market and BHS has a 0.7 percent share. It takes an awful lot to get customers to try something new and go back to a store that has disappointed them."