THE new boss of department store chain Beales visited Bolton to unveil his plans to turn around the fortunes of the ailing business.

Stuart Lyons revealed the shop had been losing money in recent years but said sales were already up since the takeover by investment company English Rose.

Mr Lyons, former chairman and CEO of Royal Doulton who was awarded a CBE for services to the china industry, has overhauled the store's stock and wants to welcome customers back to the once thriving shop.

He said: "When I first visited the store, I thought it was run down.

"I thought there was too much empty space not doing anything.

"We are going back to Beales — back to what Beales ought to be — better quality merchandise.

"We are meeting the wishes of customers who want good brands but at a sensible price and meeting the wishes of customers who want bargains."

The store opened as Whitakers, in Deansgate, in 1907 before being bought by Beales in 1996 and the name was changed four years ago.

In March, property investor Andrew Perloff — Beales' biggest shareholder — succeeded in a takeover bid which valued the debt-laden business at a reported £1.2m.

Mr Lyons, along with director of retail, Anne Horton, said they were quickly reshaping the business and new items — including beds, furniture and white goods — have already been introduced to the Bolton store.

The store is currently clearing a large quantity of stock to make room for new merchandise in the autumn, as bosses bring fresh brands to Beales.

Mr Lyons, chairman of furniture and bed manufacturer Airsprung Group Plc, said he wants to make Beales, which has 29 branches across the country, a "destination store".

He said: "When people think of buying things for their home or fashion for themselves or menswear, for the man in their life, or shoes or toys, this is the place to come. It's a one-stop shop."

He said the store has been loss-making "for the last few years" but last week's sales were 17.5 per cent up on the corresponding week in 2014.

Beales, one of England’s oldest department store chains, opened its first branch in Bournemouth in 1881.

Mr Lyons believes the Bolton store and others, such as Rochdale and Keighley in West Yorkshire, had not been given the correct support by management and buyers.

He said: "I think there was a bit of southern snobbery. I still think there are people in the south who do not understand that people in the north are just as sophisticated.

"They want just as much quality, they want good brands."

People can expect to see the ‘Back to Beales’ slogan cropping up in store and on advertisements and the council is even adopting a ‘Back to Bolton’ tagline as the regeneration of the town centre gets under way.

Mr Lyons, who met council bosses on Wednesday, said: “We were talking about their commitment to urban regeneration in Bolton and our commitment to supporting them."