Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Debenhams launches start-of-season Sale

Debenhams has fired the starting gun on its spring Sale, offering £150m of price cuts across “tens of thousands” of new lines before the season has even officially begun.

The department store chain said it was turning “the convention of Sale on its head by reducing prices at the start of the season rather than the end,” and that it would reduce prices by up to 25%. The Sale will apply online today and will be available in store from tomorrow.

Reductions have been applied across all new stock in womenswear, menswear, accessories and kidswear, including Debenhams’ exclusive Designers At Debenhams ranges by Henry Holland, Jeff Banks, Betty Jackson and Julian MacDonald.

Discounts will also apply in high street retailers’ Debenhams concessions, including Oasis, Coast, Warehouse, Miss Selfridge, Ben Sherman, La Senza and Eastex.

The desicion to go on Sale so early in the season is likely to anger independents and rival stockists. However, it was planned long in advance by Debenhams, and will have been factored into its margins and pricing structure.

Michael Sharp, Debenhams deputy chief executive, said: “With many families seeing their disposable income fall and the outlook for many uncertain, we’re putting something back when customers tell us they need it most of all – at the start of the season not the end.

“With discounts up to 25 per cent across the store, on the very latest products, customers can pick up this season’s must-haves at bargain prices,” added Sharp.

Debenhams will also extend its opening hours for the new season launch, opening from 9am to 10pm for four days.

Readers' comments (2)

  • Brands should really think again about suppling Debehams after this. It would appear that they must have problems selling at RRP and this latest 'move' only magnifies the situation. Independents will surely look again about whether they should continue with the brands that are being discounted by them.

    Unsuitable or offensive? Report this comment

  • These are all short term fixes, but will cause long term problems. Far too many sales or discount offers. All we are doing is telling customers not to pay Full Price for anything, because if they wait they will get it at a knocked down price. Profit seems to have become a crime....... we cannot just survive on turnover.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.