Bhs Homestores leaves town

BHS is considering launching an out-of-town Homestores chain designed by Hodgkinson & Co.

Hodgkinson & Co, which was recommended to the project, created the interiors for a new standalone Homestores shop in Bath and inserts into three other stores earlier this year.

The rebranding is a response to the lifestyle push, epitomised by the Changing Rooms television programme and magazines such as Living Etc, Elle Decoration and Space. Bhs Homestores is up against Marks & Spencer, Habitat, Ikea and Inventory. “We reappraised what our customer was looking for,” says Bhs brand communications manager Penny Slatter. Hodgkinson & Co has introduced “a fresh approach to merchandising and selling space”, she adds.

20/20, which has a long history with Bhs, is working on other projects for the retailer, according to Slatter.