Profile: Tim Bettley, commercial director of clothing, Morrisons

Morrisons’ clothing boss Tim Bettley is in good spirits. Less than two months since the launch of the grocer’s first own-label clothing range, Nutmeg, the brand is performing strongly and proving an early hit with customers.

Moreover, Bettley’s beloved Leeds United has secured its Championship status under new manager Brian McDermott. “I’m in that optimistic, post-season phase looking forward to next season,” Bettley says.

He has just brought his own Yorkshire side on to the field to face rivals, namely Tesco, Asda and Sainsbury’s.

Last week he revealed to Retail Week that his long-term ambition is to rival the scale of his competitors’ fashion offers. He plans to use Nutmeg’s online launch, which is scheduled for next year, as a springboard to broaden the range from kids’ and adults’ basics to a full range of adult clothing.

“Nutmeg should be a family brand and not just childrenswear. I see an opportunity to sell wardrobe essentials,” says Bettley, sipping from a giant mug bearing the words ‘The Boss’ - a gift from a colleague rather than a power trip, he points out.

Bettley admits to having endured “a few sleepless nights” during the past year, since being hired from Peacocks and given the challenge of getting a new business off the ground in 12 months.

He set up Nutmeg’s office a stone’s throw from Morrisons’ store in Coalville, Leicestershire and has raided retailers such as Asda, Tesco, Next, Claire’s Accessories and Peacocks to create a 50-strong team.

He is now in the process of moving to the area from south Wales.

Bettley cut his retail teeth working as a Saturday boy in Marks & Spencer when Lord Sieff was at the helm. “You put a suit on if he was coming to the store to visit,” he laughs.

A textile marketing graduate of the University of Huddersfield, he began his career at catalogue specialist Grattan - then part of Next - and was a menswear buyer at Poundstretcher.

In 18 years at Peacocks, Bettley honed his knowledge of the value fashion industry, rising through the buying team to become managing director.

But Bettley sought a new challenge when the business collapsed into administration after it failed to agree a debt restructuring.

“I loved it at Peacocks but after everything that happened it was time to move on,” he explains.

“I’m relishing the new challenge. To build a business unit from nothing has been so rewarding.

“The achievement I’m most proud of is the team we have built - a really dedicated team who have made this happen.”

Bettley was also tempted by the high footfall in the supermarket sector. He is clear that Morrisons remains a “food-focused” business and the stores will not dedicate huge areas to non-food products such as at its rivals.

However, he has made the most of Nutmeg’s 1,000 sq ft in each of the 120 shops in which it features, and the throng of vibrant-coloured children’s clothes is in clear contrast with the tins of beans and washing powder elsewhere in store.

“You can definitely have lots of fun with childrenswear,” he says.

Away from work, Bettley is a keen runner and is gearing up to participate in September’s Great North Run, along with 50 other Morrisons senior managers, in aid of Save the Children.

Nutmeg may be in its fledgling stages, but Bettley will hope he and McDermott can use the next year to fire their organisations into the big league.