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Mary Portas at Bhs
I last reviewed Bhs nearly four years ago. While it had a decent collection of lighting and homeware, I was so unimpressed through the depressing windows and miserable fashion which i felt compelled to give it a low score. The Monday after, I received a telephone call in the owner, Sir Philip Green,[link widoczny dla zalogowanych], the country's most well-known retailer. He thought my review had been unfair and offered personally to take me around another of his stores to prove the purpose; that they did,[link widoczny dla zalogowanych], but I remained unconvinced. I've fond memories of the brand from my youth,[link widoczny dla zalogowanych], and that i urged Sir Philip to resurrect British Home Stores as a beacon of family life, while keeping the value-for-money message that's been a fundamental element of the shop since the 1920s. In the years since my go to the recession and a massive influx of other 'value' retailers have turned the high street upside down. I know Sir Philip hasn't been idle. This past year he announced the further integration of Bhs into his Arcadia group, with a promise to introduce some of Arcadia's mid-market brands (such as Evans and Wallis) in to the Bhs shops, creating a 'house of brands' and closing some 200 of the smaller units. Six months later, as the recession bit harder, 10 Bhs leases were handed over to its rival, Primark, and 350 or so Bhs staff were handed their P45s. This season the 'restructuring' continues, but has exposed the firm to some one-off hit of some £30 million in costs. Recently, as Primark announced a profit uplift of 18 per cent to £144 million on sales of £1.2 billion, Bhs announced a loss of about £60 million on similar sales. Time for you to investigate.
4 years after my last visit, it felt like I'd stepped back 40 years. The intense, cavernous space was filled with the dull 'clickety-click' of plastic coat hangers being an army of elderly bubble-permed women browsed through racks of pale-green, light-beige and lavender-coloured clothes. I'm not against the idea of Bhs individuals over-seventies,[link widoczny dla zalogowanych], but do these customers deserve a shopping environment similar to the Eastern Bloc circa 1972? The fashion floor was made all the more unappealing through the jarring keeping random items,[link widoczny dla zalogowanych], like a display of heavily discounted vacuums. Amid the blouses and skirts I also noticed a stack of CDs, from Vera Lynn's greatest hits to consider That. Again, affordable in a fiver, but couldn't the merchandising team have discovered a better place for them? Downstairs there was no manifestation of the 'house of brands' Sir Philip promised. Instead, there were made-up labels, such as Atlantic Bay for males and Bambini for kids. The product improved in home and lighting on the first floor. I notice a brilliantly priced Eden garden set with four folding chairs for £149, along with a brightly coloured picnic hamper with fun goblets,[link widoczny dla zalogowanych], marked down from £40 to £25.
After my trip to Manchester I received a contact from Sir Philip's office, perhaps awaiting a less than glowing review. The PR director stressed that Bhs is incorporated in the process of redesigning its stores across the nation to 'enhance the entire customer journey'. The concept is seen in its Uxbridge store and will also be rolled out nationally over the next few years. Now,[link widoczny dla zalogowanych], I'm sure Sir Philip and the team aren't short of ideas,[link widoczny dla zalogowanych], but I have not yet seen evidence of a definite guide
to help e-commerce navigate terrain which is unlikely to get less bumpy in the near future. For which it's worth, I think Bhs doesn't only need a redesign
but a total rethink to put it for today's consumer,[link widoczny dla zalogowanych], whose needs and expectations have changed so dramatically. Throwing stacks of money at a glossy new shopfit won't make much of a difference until the very core of the clients are reviewed. Bhs must are a symbol of something. There's a place for an enjoyable, brilliantly priced generalist family store on our high streets. But, regrettably, the brand nearest seizing the opportunity is Primark, not Bhs.
• During my recent overview of Homebase (June 5) I mentioned that I wrote towards the leader, Terry Duddy,[link widoczny dla zalogowanych], a couple of years ago coupled with not received an answer. Homebase has now sent us a copy from the charming letter Terry did indeed send me but that we did not receive. Apologies all round.
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