Debenhams misses out on some key trends and categories this season
The Designers at Debenhams concept could do with freshening up. There is too much duplication of product in some areas - denims, printed T-shirts and check shirts, most notably - but in others whole categories are missing. Piqué polos and plain T-shirts are absent - did someone decide to let other retailers have that business?Highlights include small florals at Jasper Conran.
Staff are friendly and helpful and make up for what is a rather claustrophobic basement space. Enter from Oxford Street and beyond the laudable Maine New England organic range you have the uninspiring Thomas Nash range. Further on are the designer sub-brands: each probably has too much space but at least they are well signposted.
Debenhams has pitched its pricing to land fairly close to M&S and somewhere between Bhs and House of Fraser. This certainly helps it attract a fashion-lite customer who wants the branding and the kudos without having to worry about being trend literate. A striped organic cotton short-sleeved shirt in Maine comes in at £25, Rocha by John Rocha offers long-sleeved floral-print shirts for £36.50, while the aforementioned polo from St George by Duffer is £20.