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 embarks on first rebrand in almost 20 years

Debenhams has unveiled a major rebrand – its first for almost 20 years – which includes a logo redesign, store modernisations and a new flagship store in Watford.

The high street chain is hoping to attract customers back to its stores after profits have dropped by almost 85% this year.

There have also been a number of changes at the top of the business, talks of redundancies across its fashion and home departments, and a profit warning for 2018

Stores in Reading, Cambridge, Leicester and Sheffield have all been renovated, totalling 384,000 sq ft of retail space. 

Improvements include categorising fashion by genre, new lingerie and accessories areas, and an expansion of the Sheffield store’s beauty department (20% will be operated by Debenhams).

The website has also been revamped and there is an autumn/winter advertising campaign planned to encourage customers to “do a bit of Debenhams”. 

Debenhams logo

Debenhams logo

The new logo is described as “more modern” and ”friendlier”.

On the changes, chief executive Sergio Bucher said: “The Debenhams redesigned strategy sets out to reinvent the shopping experience for customers. While we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store.” 

Readers' comments (3)

  • With over 150 stores, a logo change is all that can sadly be afforded. Papering over the cracks that HoF had no money to do. Sale of Danish stores to follow next.

    Unsuitable or offensive? Report this comment

  • Debenhams position is untenable and yet another example of a business that cannot see the wood for the trees and will then wonder why it all went wrong.

    Unsuitable or offensive? Report this comment

  • At least the current incumbents are trying, the demise goes back a long long way to the days of PE takeover. In the words of Orange Juice, Rip It up and start again, scale it right back, offer quality not qty, become niche, ditch own buy, bring in newer Brands, blah blah blah blah, innovation, USP, etc etc. How about first fully sustainable Dept Store, come on people easy to carry on knocking (film there somewhere) bring out positivity and ideas, not doom and gloom, dawning of new age. Interesting piece on Hyper local stores, once we start to see a movement then it will gather momentum. We need landlords, retailers, Government and local councils to all start working together and creating cool areas in the dying High Street , this Country is bursting with fresh young new talent and ideas, not just in the cities but at local level, it needs to come from sustainable and caring angle, about the source so everyone starts to feel good about what they are wearing, not just because it was cheap and trawled half way round the world. Slim White T Shirts, made in Bdesh, sold UK £2.00, so that's cotton seed bought and planted, grown, processed, knitted, made, packed, shipped half way across the World, arrives UK, container, off loaded, delivered by truck to DC, unpacked, processed, sent into store, hung, £2.00, ok it's a white T Shirt but this is the thin end of the wedge, soulless and probably only lasts as long as a Dominoes Marg Pizza, Large £14.99, if my Maths are correct then you can buy 7 and half T Shirts made on the other side of the World for the same price as a Pizza made in front of your eyes, this has to change and whilst some people will always buy a £2 T Shirt why does every othe one else have to be dragged down the same one way street. Bland Soulless retailing is just one of the reasons Debs and the High Street is dying but essentially it's at the core of it's demise. I'll get me coat.

    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.