Bhs is aiming to overhaul its dowdy image with a new fashion collection that strives to appeal to style conscious shoppers in their forties and fifties.
The department store chain, owned by Sir Philip Green, is gunning for a lower demographic to its core, many of whom are pensioners.
Green told The Sunday Times: “We are going to provide aspirational clothing that’s good quality and good value. The expression I use in the office is I want to sell steak cheap but not cheap steak – there is a difference.”
The collection, to be unveiled this week, comprises easy-to-wear lines with an emphasis on casual wear. Items include biker jackets suede leggings.
Bhs womenswear director 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.”