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.
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”.
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.”