The new owner of BHS has released further details of its plans to relaunch the business online in the UK on Thursday.
As reported by Drapers in early September, Qatari-based firm Al Mana has been gearing up for the relaunch after buying the BHS brand, including the global intellectual property rights, international franchising business and domain names, at the end of June.
Al Mana has now confirmed it will begin trading BHS online on 29 September, carrying a range of lighting and home furnishing products. It will add fashion over the coming weeks.
The new retailer will have a smaller range of products than it did before, and will focus on bestsellers.
The platform will allow customers to order and checkout with just two clicks. They will also be able to log on to the website with one device, such as a mobile phone, and continue their shopping experience on another, such as a laptop or tablet.
The new BHS will be headquartered in London and employ 84 people, the majority of whom worked for the retailer before it went into administration. It has opened a customer service call centre in Glasgow.
It is headed by BHS’s former international director David Anderson as managing director, former BHS head of tax and treasury Harry Carver as finance director and former BHS director Dominic Chandler as director. Sara Bradley is buying director.
Anderson said: “BHS had a loyal customer base with around 1.2 million British shoppers who bought from us online, and for our relaunch we have managed to secure many of the products they liked the most.
“In addition to this, we have developed a new specially designed online platform for our UK business so we are not inheriting any legacy systems, and we were able to recruit the majority of people who worked on the profitable online and international operations of BHS before it went into administration.
“So although we are starting again in the UK, we have a number of advantages over a typical start-up. We are nimble and efficient, but with a great brand, strong customer base and a proven and dedicated team.”
In an interview with City AM, Anderson did not rule out opening stores in the future: “We need to make a success of bhs.com, and then, who knows?”