In the news: The Original Factory Shop's new commercial director profiled

As the discount department store chain looks to expand out of its heartland of smaller towns, it is understood that fashion will play a key role in differentiating The Original Factory Shop from the general merchandise discounters.

In Aylesbury, where the chain is trialling a larger format, it has introduced more upmarket brands, such as Tommy Hilfiger and Armani.

Bettley, who took over the role yesterday and replaces Dean Argent, who left in the spring, brings a wealth of experience from creating new clothing offers from scratch through to developing brand strategies to reposition established businesses.

He joined Morrisons in April 2012 as the grocer’s first commercial director and with a brief to lead its first foray into the ultra-competitive supermarket clothing market. Nutmeg, initially a kidswear range that is now expanding into basics for adults, was launched in March 2013.

While the range was firmly positioned both as “no nonsense” and “value” with t-shirts for £2 and jeans for £5, Bettley, a father of three, and the 50-strong design, buying and merchandising team he assembled were also keen for the range to offer “thoughtful details” that helped to make everyday life a bit easier.

At the time of the launch he explained: “From struggling to get coats on and the family out of the door, to tantrums before bed time, parenthood has an array of stresses and strains.

“Alongside the rest of the Nutmeg team, I had a passion to create a range of clothes that withstand the realities of everyday life. There are a host of little touches that I love in Nutmeg, from extra buttons to extendable waistbands, and I know other parents will appreciate these thoughtful details too.”

While Bettley parted ways with Morrisons in April as part of wide-reaching changes being made by new Morrisons chief executive David Potts, there has been no suggestion to date that it intends to scale back the clothing range as it is understood to have performed well.

Prior to Morrisons, Bettley spent 18 years at value fashion group Peacocks. He joined in 1994 as a buyer and worked his way up to become managing director in 2004. It was in that role he spearheaded the retailer’s transition from being a “big knickers shop” to value chain with a genuine fashion-led proposition.

It is the kind of evolution Page will be hoping Bettley can set in motion at The Original Factory Shop. With ambitious plans to expand the chain into bigger towns and retail parks, Page had made no secret of his desire to make The Original Factory Shop into Britain’s best loved retailer while not losing the community ethos that has been key to its success so far.

In the past, Page has spoken about applying his straightforward retail approach to his recruitment strategy and has said “being genuine” is a key criteria in selection. He will be hoping that when it comes to developing compelling propositions for the value sector, Bettley is the genuine article.