Arcadia lynchpin Mike Goring has been appointed as managing director at Bhs.
The department store chain was merged with Arcadia in February as Green made moves to streamline the businesses and cut costs.
Goring will oversee changes to the product mix at Bhs which are expected by this time next year. Its menswear offer is set to take on a more contemporary direction.
By this time next year, the majority of Bhs menswear will come via a Burton concession operation across the 184-store chain.
However, Bhs’s existing menswear own brands, including Atlantic Bay and Trait, are expected to retain a presence in store.
Dorothy Perkins creative director Jacquie Gray has been appointed to the same role at Bhs, with a remit to drive in-store marketing.
The changes came as the retailer pressed the button on its ‘house of brands’ strategy to sell the likes of Evans, Dorothy Perkins and Burton in Bhs stores. The retailer will have 30 stores trading using this format by the end of this month.
It has already introduced Evans to its Bhs store on London’s Oxford Street. Stores in Coventry, Nottingham and Borehamwood in Hertfordshire also use the multi-brand format.
As part of the shake-up of roles post-merger, Arcadia finance director Paul Budge has also taken on the position of finance director at Bhs.
Burton brand director Wesley Taylor has been promoted to oversee the menswear offer at Bhs and Arcadia (Drapers, September 26). He will retain responsibility for Burton.