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Debenhams
Debenhams is Britain's favourite
department store. With 100 stores across the UK and Republic of Ireland, a
home shopping catalogue and a ground-breaking website, we are committed to
offering our customers greater value, a wider choice and excellent service
across every area in which we trade.
What differentiates Debenhams from other
retailers is our unique combination of own-bought brands, exclusive
designer ranges and leading international brands, with approximately half
our merchandise available only at Debenhams. This unique mix of premium
brands at affordable prices enables us to satisfy existing customers and
attract new customers.
Debenhams own brands
Debenhams own
brands currently account for approximately 50 per cent of our
annual turnover. Our strategy is to ensure that our customers
are offered unrivalled levels of choice and newness.
Two
recent launches were 'MEA', an exclusive premium makeup and
skincare brand, and our Media and Entertainment department.
Utilising our experience as a premium cosmetics retailer,
Debenhams was the first UK department store to create its own
skincare range. 'MEA' has already become one of the top ten
colour cosmetics brands sold at Debenhams.
Our Media and
Entertainment department is positioned to meet the growing demand for
electronic products. In line with our brand strategy, the department is a
combination of our own exclusive brand, Lecson and international brands
such as Sony, Panasonic and Philips. The DVD player from this own-brand
range has recently won the 'Stuff 2000 Award' for value and features. The
department was launched in 39 stores in October 2000, focussing on a range
of new 'must have' products presented in a customer-friendly environment
offering outstanding customer service.
Designers at Debenhams
Customer's appetite for designer brands
continues to grow. Our 'Designers at Debenhams' ranges offer
aspirational merchandise at affordable prices. These ranges
now offer even better value for money, and have an
increasingly high profile throughout our stores.
We
currently have over 26 designer brands, including J by Jasper
Conran, Pearce II Fionda by Ren Pearce and Andrew Fionda,
Philip Treacy, BDL by Ben de Lisi, Lulu Guiness, and G by
Maria Grachvogel. We aim to make these existing brands bigger,
whilst continuing to introduce new designer brands.
The
largest recent designer launch was ROCHA.John Rocha. This
Dublin-based, internationally acclaimed designer is
distinctive for his innovative use of textiles and
embellishment. Other new 'Designers at Debenhams' are John
Richmond, who has designed a collection of womenswear called
JOHN, Anna Scholz, who has launched a range of womenswear from
sizes 12-26. Janet Reger has created a lingerie collection,
Reger by Janet Reger, and we have a nightwear collection by
Abe Hamilton, The Celebrity underwear range, modelled and
endorsed by Caprice, is in 60 stores. Jasper Conran's range of
childrenswear launched in Spring 2000, 'junior j', is to be
greatly expanded.
Jane Asher has launched a range of
cookware for our Homeware department. All these designer collections are
exclusive to Debenhams.
International brands
In total,
Debenhams sells over 500 international brands. We are the UK's number one
retailer of many international brands, including Estee Lauder, Clinique
and Clarins; Meyer, Portmerion and Viners-Oneida; Ben Sherman; Playtex and
Lepel. Recently introduced brands include Kickers, Ted Baker Endurance and
Morgan.
Gifts, games and gadgets
The gift
business has grown substantially across the store. We are maximising the
forecast growth in gifts and board games to make Debenhams the destination
for Christmas gift shopping. In line with our strategy, our gift range
will comprise own brands, international brands and designer brands. Key
products areas for gifts are technical gadgets and our brands, Equipment.
We also offer the international brands e.f.x, Oregon Scientific, and the
cult Micro Scooter. We will be expanding the home and cosmetics gift offer
and introducing new product areas. This unique combination of own brands,
exclusive designer ranges and premium international brands offers our
customers unrivalled choice under one roof.
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