Burberry director of merchandising Adrian Ward-Rees has moved to young fashion retailer Ben Sherman as the company continues its drive to reinvent the brand.

According to the Independent on Sunday Ward-Rees has joined Ben Sherman as commercial director. He spent almost four years at luxury British brand Burberry and has also previously held roles at Speedo, Nike and Selfridges.

Ben Sherman has been looking to reposition the brand over the last couple of years with womenswear axed, UK stockists reduced and its offer split into tiered sub-brands as it moves towards a more premium positioning.

It is also overhauling its standalone stores in line with its overseas offer, which is seen as more premium.

Ben Sherman plans to open a store on Portobello Road in Notting Hill and will take on the site currently occupied by All Saints on Camden Walk, Islington. It will also refit its New York SoHo store and its Carnaby Street store in London. A new look will be created for its standalone stores and concessions, inspired by the brand’s heritage.