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Brand new customer trend drives Debenhams' sales performance
01
Jul '11
Demand for designer clothes at affordable prices is helping iconic store Debenhams stay on track despite the recession, results released in the company's interim management statement today (30 June 2011) showed.

Strong sales of cosmetics and fragrances, one of the most comprehensive swimwear ranges on the high street and rapidly increasing on-line sales have also enabled the company to maintain a good performance, especially over the past two months.

And a brand new customer trend – buying products using mobiles phone apps – is soaring in popularity.

Over half a million people have already downloaded a dedicated Debenhams iPhone app, which acts as a virtual shop assistant and consumer guide and sales using this method already exceed £1m. This figure is expected to leap following the recent launch of similar Debenhams programmes for Nokia and Android mobile phone platforms as well as an equivalent app for Debenhams Beauty Club.

The retailer also announced the creation of 600 jobs with the investment in modernising 20 stores next year (2011/2012).

Said Debenhams Chief Executive Rob Templeman: “Our self help strategy of investment ensures we are continuing to make progress despite significant headwinds in the sector and are pleased with the performance of the business in the year so far”.

Highlights

Strong Recently Launched Designer Growth

• Principles by Ben de Lisi range up 70%
• H! By Henry Holland up 40%
• Floozie by Frost French Swimwear up 70%
• Roksanda Ilincic day wear offer to be extended to the recently launched Edition womenswear concept in Designers at Debenhams

Multi-Channel Success

• Apps deliver £1m of sales
• Downloads break through the half million barrier with the Debenhams iPhone app
• Self Serve order points to be rolled out to more locations allowing customers to access to the entire Debenhams offer what ever size store they are in.

Creating Jobs and Investing in Stores

• 600 jobs created
• 20 new refits next year, plus a six underway and five completed already in 2011

The news emerged during the company's interim management statement, covering the 43 weeks to June 25, 2011.

Debenhams Plc

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