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Bhs revitalises menswear with trend-led collection

Bhs plans to introduce a fashion-forward menswear range for autumn 07, mirroring its move this season towards a more trend-led womenswear offer.

The retailer will merchandise new brand Trait in a shop-in-shop format across the 180-store business. This will pit its offer squarely against department store rival Debenhams, which is currently overhauling its menswear offer (Drapers, May 5).

Bhs has designed a 40-piece menswear range featuring clean lines, a muted palette and slimmer cuts to appeal to men in their 20s and 30s, rather than Bhs's traditional 40-plus male customers. The collection will include directional pieces such as trench coats and fine-knit striped cardigans, alongside shortened jackets with narrow lapels and slim-fit striped and geometric-print shirts.

Prices will start at £5 for T-shirts, £15 for trousers and £22 for cardigans, up to suits at £99. Trench coats and heavy-gauge knitwear will retail at £65 and £45 respectively.

- Sir Philip Green was reportedly mulling the sale of Bhs as Drapers went to press, and was thought to have held informal talks with Asda and Icelandic investor Baugur. However, Green told Drapers the claims were untrue. Baugur declined to comment.

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