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Debenhams debuts in Australia

Debenhams has opened the doors to its first store in Australia.

The 38,750 sq ft store in the St Collins Lane district in Melbourne, which spans two floors, is its first with franchise partner Pepkor.

Debenhams outlined its plans to launch in Australia as part of a wider international expansion strategy last year.

The store’s small-format layout is the first of its kind for the retailer. It stocks clothing and products from the Designers at Debenhams portfolio, including Jasper Conran, Julien Macdonald, Preen, Savannah Miller, Matthew Williamson and Jenny Packham.

Debenhams Australia view into men's department

Men’s department at Debenhams’ first Australian store

It also houses a “style suite”, beauty rooms and a café.

Debenhams international managing director David Smith said: “International expansion in key markets is a strategic priority for the business.

“Shoppers in Australia spend more than [AUD]$5.1bn (£3bn) on fashion and [AUD]$8bn (£4.7bn) on beauty products a year – add that to the fact that we know that our offering resonates and the next logical step for the business was to open a store in Australia.”

Debenhams Australia managing director Graham Dean added: “We have a track record of getting retail right – Debenhams St Collins Lane is not a traditional store, and we are confident in this new offering in a popular area of the Melbourne CBD [central business district].”

 

 

 

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