Pan Philippou, the new chief executive of young fashion brand Ben Sherman, is to embark on a 100-day business-wide review when he takes up the reins on January 1.
Philippou, the former chief executive of young fashion brand house World Design & Trade, said he would evaluate Ben Sherman’s product, marketing, distribution and retail strategy.
Outgoing chief executive Miles Gray is retiring after 13 years at the brand but will remain as non-executive chairman to oversee the handover.
Philippou said he would continue to drive the repositioning of Ben Sherman as a premium young fashion brand as championed by Gray. The brand is also expected to expand its standalone retail presence.
Ben Sherman, which was bought for £80m in 2004 by US brand house Oxford Industries, operates 26 company-owned standalone stores worldwide, including five in the UK. It has 600 UK wholesale accounts and 1,520 globally.
“We will review the whole retail performance,” said Philippou. “There is a store model in the US that is more category driven, while in the UK stores are more boutique-like. We need to strike a balance and come up with a formula that will travel.”
Philippou said Ben Sherman’s heritage had attracted him to the role. “The brand’s authenticity and originality is important to me. It has great potential.”