Moribund retailer BHS, which closed its doors earlier in the year after decades as a High Street staple, is attempting to reinvent itself as a trendy online lighting store.
The company, which went into administration in April, has launched a new website, which features a whole host of lighting fixtures that would not look out of place in London’s trendy Shoreditch or Dalston.
As well as featuring traditional BHS staples such as middle-of-the-road bedding and beige cushions, the new website also sells retro filament lamps hanging from distressed railway sleepers, glass pendants and even the perennial hipster lighting favorite, the squirrel cage.
Any BHS regular will, no doubt, note the new lighting as a very considerable change of step for the formerly sedate and matronly retailer.
The BHS brand and website was bought by the Qatari owned Al Mana Group after the store closed its doors and the company intends to rebuild BHS’s reputation online.
The High Street regular always had a strong tradition of selling home lighting, so it is an obvious place to start as Al Mana Group looks to revive BHS’s fortunes.
The extensive lighting range dominates over 500 homeware products that are available online and many of the products are carbon copies of what was available in the old store, but at lower prices.
The new on-line shop is being run by David Anderson, the former BHS CEO.