Ben Sherman, one of Britain's oldest menswear brands, has poached Burberry merchandising chief Adrian Ward-Rees as part of a makeover for the 48-year-old business.
Mr Ward-Rees joins the firm as commercial director. The brand, famous for its 1960s Mod associations, wants to do a "Burberry" or a "Mini" and reinvent itself as a top global menswear brand.
Chief executive Pan Philippou, who hopes to turn the loss-making business back to profit, is taking it upmarket with new lines such as the Ben Sherman Modern Classic, to be sold in Selfridges this autumn.
New shops will soon open on Carnaby Street and in Islington in London, and there will be new stores in the US, too.
Ben Sherman is owned by New York-listed Oxford Industries. It has 400 or so stockists and 10 stores in the UK, plus profitable businesses in the US and Europe.
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