THE BHS brand name is back on the high street thanks to Beales.

The Bournemouth-based department store chain is reviving the retailing institution as a concession in some of its stores.

BHS fashions are on sale in Beales’ flagship Bournemouth store, one of four branches to try reviving the name. More are expected to follow in the spring, depending on the results of the trial.

BHS fell into administration in 2016, leading to the closure of all its 163 stores, after 88 years of trading. Its international operation and website were bought from the receivers by a Qatari conglomerate, Al Mana.

Beales chief executive Tony Brown, who was BHS’s retail director from 2001-2008, told the Financial Times: “They are passionate about getting the brand back onto the UK high street and so am I.

“It’s an ideal marriage. Different concessions – menswear, womenswear, lingerie and lighting – will be trialled in different locations. It’s to understand if the brands can still resonate with the consumer.”

He said the products received so far had been “exceptional”, reminiscent of a time when BHS rivalled Marks and Spencer.

The menswear and womenswear concessions in Bournemouth are branded British Homestore, rather than the traditional British Home Stores.

BHS managing director Rebecca Rajeswaran told the FT that the company was trying “a number of strategic partnerships” to revive the brand.

The other Beales stores involved are in Mansfield, Peterborough and Skegness.

The demise of BHS, 13 months after it was bought for £1 by Dominic Chappell, left behind a £571million pensions black hole, affecting 22,000 staff and ex-staff.

A parliamentary inquiry found the decision by retail tycoon Philip Green to sell the brand had led to its collapse.

Tony Brown previously put together a bid to buy BHS before Dominic Chappell snapped it up.

He told the Daily Echo last year: “We put together a bid within three weeks, put it to Philip and as history shows, he went with the other bid.”

He believed his bid “would have had a better chance” of succeeding commercially, adding: “We would have kept the investment in the business and not taken any money out.”Another former Beales chief executve, Michael Hitchcock, acted as financial consultant to BHS and was scathing of Mr Chappell’s leadership, later telling a parliamentary committee that he was a “premier league liar and a Sunday pub retailer”.