Former Burberry director of merchandising Adrian Ward-Rees has joined young fashion brand Ben Sherman as the company continues its drive to a more premium positioning.
Ward-Rees has joined Ben Sherman in the newly created role of commercial director. He spent almost four years at luxury British brand Burberry and has also previously held roles at Speedo, Nike and Selfridges.
Pan Philippou, group chief executive officer at Ben Sherman, said: “We are delighted that Adrian is on board. He brings a fantastic wealth of experience from within the luxury sector to the business, reflecting our aspirations and commitment to growth on an international scale”.
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.
Drapers previously reported in June that by September, Ben Sherman plans to open a store on Portobello Road in Notting Hill and 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.