BHS, previously a mainstay of the British high street, underwent a much-publicised fall from grace this year after filing for bankruptcy in April, eventually being sold by owner Sir Phillip Green for the princely sum of £1. The brand has, however, now relaunched under the new name of The British Home Store. The difference? It is now going to be online-only.
The rebrand, headed up by an in-house team, has seen the homeware store relaunch exclusively through a redesigned e-commerce website. It comes following the purchase of BHS this summer by the Al Mana Group, owners of other high street brands such as Zara and United Colours of Benetton. It appears that the move both financial, and a response to changing consumer habits as more people look to purchase larger items online. By launching as an exclusively online brand, The British Home Store can ensure that all aspects of their brand world are geared towards optimising the e-commerce experience. For example, the team behind the website design has taken lessons from the success of Amazon to streamline the purchasing process, reducing the entire customer journey to just two clicks.
Following the repeated trials and tribulations of BHS, it remains to be seen whether their new direction will bring success. However, it certainly appears that an online-only move was the right way to go.