Moss Bros chief executive Brian Brick will appear on Channel 4 show ‘Undercover Boss’ tomorrow night (July 15) to get under the skin of the business.
Brick grew a beard, dyed his hair, swapped his glasses for contact lenses and had a spray tan before he was ready to adopt his new identity as Dennis Bernard, a businessman who had just inherited a menswear store and wanted to understand the market.
Brick, who spent a week visiting stores in Bristol, Edinburgh and Richmond, said the experience was “gruelling and emotionally draining”, but inspiring.
The chief executive, who has steered the business from a £10m loss to a £4m profit since joining in 2005, said he wanted to “hear what people are saying and see what they are feeling” in a way that isn’t always possible from his perspective.
He added: “As the business transitions from a ‘survival and fix’ phase to a ‘building’ phase, we are investing in creating great shops and product ranges. So I want to ensure that our people are feeling engaged and they are as enthusiastic about the future of Moss Bros. as I am.”
Undercover Boss featuring Brian Brick, chief executive of Moss Bros airs at 9pm on Channel 4 tomorrow night, July 15.