AFTER a turbulent 12 months involving the closure of a third of its stores, the company behind Hexham’s flagship department store has big plans for the future.

With a brand new management team at the helm, who are working to attract more big names in fashion and cosmetics, bosses at Beales have high hopes that the Hexham branch will follow in the footsteps of its recently upgraded Bournemouth store.

Describing the move as a “substantial investment” in Hexham, which could even see the introduction of an in-store prosecco bar, officials have hinted at the possibility of up to a six-figure sum being ploughed into the premises on Fore Street.

“There’s no doubt we have a big job to do to improve the customer experience for shoppers as soon as they come through the door,” said Paul Masterson, marketing manager at Beales.

“We acknowledge that the business has been through some turbulent times, but things are looking very positive now, and we’re trialing all sorts of initiatives to give customers what they want.”

The Bournemouth branch, where J.E. Beale founded the business in 1881, has been re-designed over the last few months and will act as a blueprint for the rest of the group – with Hexham the first in line for an upgrade. The changes, which should all be implemented by next spring, will include the closure of the Bon Marche concession.

New store director Hannah Swann says a more customer-friendly layout is already paying dividends.

“Just in time for half-term we moved the toy department out of the basement, where it was tucked away, on to the top floor where it has so much more space,” she said.

The business has completed a six-month Company Voluntary Arrangement which allowed time for the renegotiation of rental deals for its remaining 20 stores.

And creative agency, Summer House, have been enlisted to take a back-to-basics approach. “I think it’s fair to say the store here has been unloved over the years and what needs to change is fairly simple stuff, but very important,” explained co-founder and design director Jeremy Thorne.

Deputy store director Natasha Patel, from Hexham, said: “We have such a loyal customer base so, for me, it’s about finding out what they really want from a concession point of view and making some changes. We need to give people a reason to stay in Hexham to shop. And it’s my home town so we’re committed to seeing the place bustling again.”

gemma.brown@hexham-courant.co.uk