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 to 'make shopping fun again'

Debenhams boss Sergio Bucher pledged to “put the fun back into shopping” as he unveiled the chain’s new 80,000 sq ft Watford store.

Speaking ahead of its opening this week, Bucher outlined his vision for the department store of the future and stressed the importance of making every shopping trip “memorable” for customers.

“For too long, stores have been big warehouses full of product with a till at the door,” he said. “We just want to bring the joy back. This isn’t a country that has fallen out of love with retail.

“There are three main sports [in the UK]: football, rugby and shopping. If we are to beat the pureplays, we have to give customers a great reason to come shopping.”

The new Watford store is home to Debenham’s new “beauty hall of the future” concept, which includes a blow-dry bar, facials and a pop-up space, which hosted a pink gin bar for the store launch.

It also includes a click-and-collect personal shopping experience and health-focused restaurant concept Loaf & Bloom.

Bucher – the former head of Amazon Fashion – also stressed the health of Debenhams’ overall business and said the retailer was on a solid platform to trade well through the crucial Christmas peak trading period.

“We have spent the last 12 months testing and learning. We are creating a compelling customer proposition and we have a supportive balance sheet. And we’re profitable – sometimes it is a surprise for me to remember that after what I see in the press.”

Readers' comments (1)

  • Pink gin or simply rose tinted? CEO under pressure.

    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.