Debenhams revamps store strategy

Debenhams has launched a new brand identity which includes a programme to modernise its stores.

The 200-year old department store has revamped a number of its stores, including Reading, Cambridge, Leicester and Sheffield Meadowhall to create more “flexible, dynamic spaces which best showcase product and improve the customer experience”.

This work continues on from the launch of Beauty Hub which first appeared at the retailer’s Stevenage store. More changes include a new way of merchandising fashion by genre rather than brand, as well as dedicated showrooms which highlight new products. Lingerie and jewellery have also been refreshed. Meanwhile, the high-street retailer also plans to launch its first gym partnership with SWEAT! this autumn.

Store modernisations will also feature in Debenhams new flagship store in Watford.

The retailer has also revealed a new logo, which is will debut online and on social media before rolling out to its store estate.

Sergio Bucher, CEO at Debenhams said: “The Debenhams Redesigned strategy sets out to reinvent the shopping experience for customers. Whilst we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store – our new brand identity is a way of signalling the change.”

The store modernisation programme follows the retailer’s revamp of its eCommerce business, in partnership with Mobify, which simplified the shopper journey and improved conversion by 20%.