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’ new look: the verdict

Debenhams chief executive Rob Templeman spent £79 per sq ft on opening its first store in Liverpool last week – less than it costs Marks & Spencer to refurbish one of its existing stores.

The impressive new white and glossy black storefit is punctuated by new “power” departments for its own brand Designers at Debenhams lines.

Rocha by John Rocha, Star by Julien Macdonald, J by Jasper Conran and Betty Jackson Black have been freshly expanded to offer casualwear, workwear and eveningwear. Previously, each brand had specialised in one type of product. Templeman hopes this will encourage loyal brand customers to spend more.

Space for these new departments across the chain will come from a 15% reduction in overall womenswear options, and the rejig will see 40% of womenswear moving for the autumn season –- a huge undertaking.

The Debenhams Collection sub-brand has swallowed up the Casual Club range and become a destination department for basics merchandised by type. This will help Debenhams compete with M&S on essential items such as basic knits and skirts, where Templeman says the group is weak in terms of market share.

The destination Collection department will be rolled out for autumn, when the first product bought specifically by category will also be introduced.

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.