by The Retail Bulletin
The small format shop in Melbourne is the first site operated with Debenhams’ franchise partner Pepkor, which is part of the Steinhoff Group.
Spanning 3,600 square metres across two floors, the store is the first of its kind for Debenhams and marks a shift away from the traditional department store format in Australia.
The store features a mix of clothing including fashion from the retailer’s collaborations with UK designers such as Jasper Conran, Julien Macdonald, Preen, Savannah Miller, Matthew Williamson and Jenny Packham. In-store services include a style suite, beauty rooms and a café.
David Smith, Debenhams’ managing director of international, said: “International expansion in key markets is a strategic priority for the business. More than 20 million shoppers visit our 175 UK and ROI stores each year and this includes a huge number of Australian consumers.
“Shoppers in Australia spend more than $5.1 billion on fashion and $8 billion on beauty products a year – add that to the fact that we know that our offering resonates and the next logical step for the business was to open a store in Australia.”
The new store in St Collins Lane has joined a portfolio of 243 Debenhams stores across 28 countries worldwide.