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Moss Bros goes undercover for Channel 4 show

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.

Readers' comments (2)

  • Well done Brian was very interesting wish more people would have the guts to do what you did.
    Nothing like a reality check. Thought you looked prettty cool in your new 2014 look, not too sure about the bow tie!!

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  • Kudos to Brian for grasping the nettle.

    His findings can be translated across a lot of retail estates based upon my own travels and chats.

    The attraction of the e-commerce pot of gold has removed investment at store level and left many staff disenchanted for their future.

    For my part, I believe this is incredibly short sighted of senior management. There are ways that the two can be harnessed to the promotion of each and you only need to look at John Lewis to see what empowered people can achieve (store level AND online success).

    Anyone that thinks 'Bricks and Mortar' has no future doesn't understand fabrics, the importance of colour or how customer loyalty is maintained.

    I hope a few more Brians take notice.

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