Fresh look for franchise

RETAIL chain BHS has unveiled its revamped ‘clutter free’ outlet at Seef Mall and is aiming to ensure the shopping experiences of customers are even more enjoyable, writes Mai Al Khatib-Camille.

Now a global brand selling clothing and household items such as bed linen, cutlery, crockery and lighting, the company’s humble roots date back to 1928 in the UK.

The franchise first launched itself in Bahrain in 1987 in association with Jawad Business Group, becoming the first European-style department store on the island.

Mushtaq Jaffer, brand and operation manager for BHS of Jawad Group fashion division, believes the new updated store concept will attract even more shoppers.

Mr Jaffer said: “Our store’s new look is an example of the UK’s latest modern concept. It is now very open, a shop-in-shop concept, uncluttered, easy-on-the-eyes and simple for customers to navigate around.

“The interior colour scheme is subtle because we want the products to stand out.

“We even have points of interests such as ‘hot spots’ that will help bring in additional footfall.

“We have made the store more attractive and inviting to the customer with a modern and contemporary way of retailing fashion.

“The new and improved BHS store ensures that the Seef outlet is energetic, fun, great value and a place where ‘stylish ideas are made simple’.”

The open interior boasts a grey and white colour scheme, new lighting, perimeter displays and directions clearly signposted throughout the store.

In-store navigation is kept simple by this signage and a welcoming BHS team. The displays are kept clean and minimal in order to highlight the clothing lines for men, women and children as well as items for the home.

Alex Harrison, BHS international operations manager, flew in from UK for the launch. He said: “We are just updating the concept to a more premium feel and look.

“It’s about the products with a more fashionable approach. It has worked really well in the UK as we have seen an increase in customers.

“New customers have started coming in, which is as important as insuring the existing ones are satisfied and keep coming back.

“I believe this concept will do well in Bahrain because we have had proven success with it in other Middle Eastern countries.”

BHS is also located in The Centre in Sanad and at Bahrain City Centre in Seef.