Debenhams - International Housewares Association

Key Retailer Report
September 2010
Debenhams is a UK department store chain, with 166 stores in
the UK, the Republic of Ireland and Denmark. In addition to the
Debenhams operated stores, there are 60 Debenhams franchise
stores in 23 countries.
Corporate website: www.debenhamsplc.com
Consumer website: www.debenhams.com
1.
Contact Information (buying office)
Debenhams plc
1 Welbeck Street
London W1G 0AA
United Kingdom
Ms. Sue Amis; Head of Buying, Home
Tel: +44 207 4084444
Email: sue.amis@debenhams.com
Ms. Amanda Ransom; Merchandising Manager, Home
Tel: +44 207 4084444
Email: amanda.ransom@debenhams.com
Mr. Gary Brooks; Buyer, Small Electric Appliances
Tel: +44 207 4084444
Email: gary.brooks@debenhams.com
Ms. Diana Beckett; Buyer, Cookshop
Tel: +44 207 4084444
Email: diana.beckett@debenhams.com
Ms. Rebecca Withey; Buyer, Cookshop
Tel: +44 207 4084444
Email: rebecca.withey@debenhams.com
2. Background Information
Year Established: 1778
Number of Stores: 166 in the UK, the Republic of Ireland and
Denmark
Total Annual Sales: £2,340m to August 2009 (prior to acquisition
of Danish chain Magasin du Nord)
Store Locations: Debenhams stores can be found in all major
UK cities, as well as in Ireland and six stores in Denmark.
Type of Store: 156 Debenhams stores are all full department stores,
10 are Desire by Debenhams stores, which stock a limited collection
of women's and children's wear.
Average Store Size: 7,400 m² (80,000 sq ft)
(Continued on back)
Housewares Percentage of
- Total Sales: 10%
- Total Square Meters: 15%
Position within the Market: No 2 department store chain
Target Consumer: Average to above average income consumer
3. Stores and Products
Store Layout/Look/Feel: Well laid out with lifestyle displays
Home/Housewares Product Categories: Cookware, Bakeware,
Storage, Tabletop, Cutlery, Decorative Accessories, Glassware
Pricing Strategy: Start off quite high - but have lots of promotions and discounts.
Quality/Design/Branding Strategy: Quality and design has to be good. They stock well known brands, but also have
their own in-store brands.
Company Brands Sold: Meyer, Le Creuset, Denby, Wedgwood, Brabantia, Bodum
Private Label Brands Sold: Butterfly Home by Matthew Williamson, House and Home by Lisa Stickley, Debenhams,
Designers at Debenhams, Le Vrai Gourmet
Key Marketing Tools & Promotions: Advertise heavily in the press and on television, especially during sale times.
4. Suppliers and Sourcing
Sourcing Strategies
- Global
- Direct from factories
- Direct from vendors/product suppliers
- Through distributors
Supplier Expectations Regarding
- Products: Quality and design has to be good
- Pricing: Be aware that having agreed price, Debenhams also look for supplier support for in-store promotions, sales,
advertising, etc.
- Promotions: Continual promotions in Debenhams
5. Success Factors and Expansion Plans & Expectations
Debenhams is a well known UK department store, and has loyal customers.
Expansion Plans: In 2007, Debenhams acquired the 9 Roches Department Stores in the Republic of Ireland. In 2009,
they acquired the 6 Magasin du Nord Department Stores in Denmark from Baugur Group.
Debenhams also franchises its name and format and now has 60 international franchised Debenhams stores in
23 countries. The plan is to have some 100 franchise stores by the end of 2013.
Debenhams will continue to grow and update some of their older UK stores.
The Debenhams profile created by:
IHA UK Office
Pam Plant
Tel: + 44 777 4132199
Email: pamplant@btinternet.com