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Axe falls on Betty Jackson as Bucher shakes up Designers at Debenhams

New Debenhams boss Sergio Bucher is shaking up the department store chain’s fashion offer by scrapping some of its long-standing designer collaborations.

Betty Jackson

Betty Jackson

Debenhams is ending its relationship with Betty Jackson

Betty Jackson’s collection will be axed, while the menswear range produced by Warehouse co-founder Jeff Banks will be reduced to just formal suits and shirts.

The changes are part of a turnaround strategy led by Sergio Bucher, who joined Debenhams as chief executive from Amazon in October. He is expected to bring in fresh designers.

A decision has yet to be made on the future of the other Designers at Debenhams, including John Rocha, Jasper Conran and Ben de Lisi. 

Bucher will give an update on his strategy for the business at its interims in April.

Debenhams has been strategically growing its beauty, gift, swimwear and food categories in order to offset the weak clothing market. Beauty currently accounts for 25% of sales. 

Group like-for-like sales edged up by 0.7% on a constant currency basis in the 53 weeks to 3 September.

Group EBITDA fell 2.2% year on year to £233.4m. Underlying profit before tax was in line with market expectations, up 0.5% to £114.1m.


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