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Debenhams launches surprise in-season Sale

Department store chain Debenhams has launched a four day Sale Spectacular on new autumn stock, a highly unusual move for the department store.

The decision turns conventional Sale wisdom on its head by offering discounts of up to 25% on current season stock rather than selling through clearance stock at the end of a season.

Womenswear, accessories, menswear, kidswear, home, cosmetics, lingerie, sports, leisure and gifting are all included in the four day Sale which started today and runs across all stores and online, as well as in stores in eight overseas countries for the first time.

“I have said it before and I will say it again. We are more determined than ever to deliver designer clothes at prices everyone can afford.”

Debenhams deputy chief executive Michael Sharp

Collections by designers including Betty Jackson, Julien Macdonald, Jasper Conran, John Rocha, Matthew Williamson and Henry Holland - all of whom design diffusion collections for Debenhams’ Designers At range - have lowered prices just before their mainline collections hit the catwalks at London Fashion Week.

The department store said that the initiative would appeal to cash strapped customers who remain cautious about spending and uncertain as to whether the country faces a double dip recession.

Debenhams deputy chief executive Michael Sharp said: “Retailers discount at a time that suits them to help sell tired end of season stock.

“This move turns that idea totally on its head.  It offers customers discounts across the store on the very latest products, meaning they can pick up this season’s must-haves at Sale prices.”

Sharp continued: “I have said it before and I will say it again. We are more determined than ever to deliver designer clothes at prices everyone can afford.  Nowhere else on the high street can you see so many fantastic offers all under one roof.”

Stores will be open longer over the four day period with doors open from 9.00am to 10.00pm. The introductory prices will also, for the first time, be available in countries including France, Germany, Spain, Sweden, United States, Australia and New Zealand via Debenhams.com.

The discounts

Womenswear

25% off:         
Red Herring

20% off:         
Butterfly by Matthew Williamson, Star by Julien Macdonald, J by Jasper Conran including petite, H! by Henry Holland, Principles by Ben de Lisi including petite, Betty Jackson.Black,  Rocha.John Rocha including petite, Maine New England, Mantaray, Debut, BDL by Ben de Lisi, Pearce II Fionda, Casual Collection, Collection including petite, Pineapple, selected sportswear, Oasis, Jacques Vert, Precis, Planet, Coast, Eastex, Kaliko, Windsmoor, Warehouse.

Menswear and Men’s accessories

25% off:         
Denim including Levis, Lee, Wrangler,ties, Craghoppers, Regatta, Hawkshead, suits, formal shirts

20% off:          
J by Jasper Conran, Rocha.John Rocha, St. George by Duffer, Jeff Banks, Red Herring, swimwear, Ben Sherman, Mantaray, Maine New England, Maine FiveG, socks, scarves, hats, leather accessories, shoes, loungewear, selected sportswear Lingerie, Womens accessories

20% off:         
Bras including fuller bust, briefs, socks, sleepwear, hand bags, jewellery,watches, swimwear, sunglasses*, Faith

10% off:
Beauty and Fragrance

Kidswear

25% off:
Toddler*, Craghoppers kids, Regattas kids

20% off:         
Girlswear*, boyswear*, schoolwear, occassionwear, shoes

10% off:         
Baker by Ted Baker, nightwear, underwear, baby

 

Readers' comments (1)

  • darren hoggett

    Debenhams clearly has a problem of selling branded goods at the correct margins, which would suggest that they are not capable of getting the right clientele in their stores. Discounting new stock is an act of total desperation which will not impress their suppliers or independents who stock the affected brands.

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