THERE was a mystery shopper in Basingstoke last week - and it was none other than Stuart Rose, chief executive of Marks & Spencer.

The top man of the national retailer was in an upbeat mood as he blended in with the customers touring the £7million-plus new-look store in Festival Place.

And he said Basingstoke is set to be a benchmark in the recovery of M&S as one of the nation's best-loved places to shop.

Mr Rose, who previously worked for M&S for 17 years, rejoined the retailer in May, to lead its recovery after profits dropped and the store became a target for criticism from many high-street buyers as well as City commentators.

The man chosen to move the chain forward has taken criticism on the chin, but is adamant that the country still loves M&S.

Now, he said, the retailer is reacting to demand, describing recent criticism as loyal customers treating M&S as a "naughty child" and giving it a slap on the leg.

And he insisted that M&S had listened and that the result was the huge investment in Basingstoke, which was the first of four revamped stores in the country to reveal its fresh design and increased choice of merchandise last Thursday.

With no lapel badge to show who he was, Mr Rose toured the new-look M&S, talking to staff and customers. He was accompanied by some of his top management team, including Steven Sharp, director of marketing, store design and e-commerce, and Anthony Thompson, director of retail.

Mr Rose was last in Basingstoke about 15 years ago, and was quick to say: "It's changed" - changes that now include one of the stores he heads up.

As he took in the clean-cut, uncluttered, modern image, he said: "I believe we sell fabulous food and merchandise."

But he admitted the national retailer had not always been perfect in all departments, adding: "We confused the customers with too many images. They have seen a bit of a jumble."

However, he firmly believes people would "groan" if M&S was not on the high street.

He said: "It's a fabulous business - we've just not always excited the customers."

On no account would he call a business that made £8.5billion last year a struggling one. M&S, he said, sells £35million a week in ladies' clothing.

He described Basingstoke as a "benchmark" store that, if customer feedback is positive, will be rolled out as part of a national programme to make M&S a fierce competitor in the high-street battle for attracting the spending power of shoppers.

And he promised customers three Bs - better products, better service and better ambience.

There are a number of firsts for Basingstoke as part of the revamp. The store is now selling newspapers and magazines, while two bakers work on site, as well as a wine expert for tastings and advice.

The town is also the first to have new black carrier bags, with a bright yellow lining, to replace the green ones, and there will be style advisers on hand in the fashionable changing rooms.

The whole project has taken 37 weeks, with people working through the night on the eve of last Thursday's reopening.

Emma English, area manager for seven stores, including Basingstoke, said: "I think local customers deserve this experience.

"We have delivered a truly aspirational environment for shoppers, and we will back it with great customer service."

The new-look store was also important enough to bring the national and retail press to Basingstoke for the first glimpse of how M&S is looking to the future.