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British retailer Debenhams opens new store in Indonesia
Sep '12
British retailer Debenhams launches a new department store in Indonesia, the brand’s second international opening in just one month.

Demonstrating the retailer’s progress in delivering a key growth strategy, Debenhams’ new addition is its second largest international store and follows the successful launch into Russia earlier in September.

The store is located within the Lippo Mall Kemang, a move that aims to make the brand accessible to those in the south of Jakarta, and offers fashion from world-renowned designers, an impressive fragrance and cosmetic area and a homeware collection.

Debenhams Kemang also boasts several unique areas created specifically for the store. Alun-Alun offers traditional Indonesian products from local antiques and batik textiles to ornate hand fans and jewellery. A stationary corner providing an eclectic mix of fun gift-able items will also be available.

Additionally and in keeping with Debenhams’ ethos of supporting design talent, the store will be the first to give retail space to young, local designers in a new concept called ‘D Space’.

Says Debenhams International Director Francis McAuley, “The Lippo Mall is a fantastic location to open a large department store – not only is it the first lifestyle mall of its kind in the capital, but Kemang is one of the highest income and wealth catchments in the city.

“Spread over 145,312 sq. ft. and four floors, the store occupies nearly a quarter of the Mall’s total space, and our exclusive designer product from the world’s best fashion talent will appeal to the vast majority of consumers in the area.

“We aim to double the scale of our international business over the next five years and Indonesia’s impressive projected growth makes it a key country in the Asian market.”

Debenhams opened its first store in Indonesia eight years ago and has had fantastic success since with stores currently at Senayan City, Jakarta and Supermal Karawaci, Tangerang.

On future growth in the area, Hestiawati Muliani, Director of Debenhams Indonesia comments, “We already have more stores in our pipeline for Indonesia - by 2014 we are committed to open another store in the capital and two more outside of Jakarta.”

Made famous in the west by Bill Clinton who was photographed wearing traditional dress in 1994 during the Apec summit in Bogor, Batik shirts will be sold in Debenhams Kemang. The local consideration has been successful in all of Debenhams’ Indonesian stores.

Thousands of shoppers are expected to flock to the new store today, where a new take on the traditional ribbon-cutting ceremony will take place. The theatrical opening has a London theme and will kick off with a speech from Simon Crowther, Debenhams International Operation Controller, followed by dancing and percussion shows.

The climax will be the pushing of the button, triggering the opening of gates in the shape of the London skyline to reveal Debenhams’ new fabulous store. The ceremony will close with a fashion show, presenting the collections available.

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Courtesy: BGMEA

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