max temp: 12°C

min temp: 6°C


Retail: Debenhams to ‘refocus’ its promotional strategy after 24% fall in first-half profits

09:07 15 April 2014

Debenhams is in discussions to introduce a number of "well-known" brands into its shops as it aims to bounce back from poor trading in the key Christmas period.

Debenhams is in discussions to introduce a number of "well-known" brands into its shops as it aims to bounce back from poor trading in the key Christmas period.

Debenhams today pledged to refocus its promotional strategy after a disastrous Christmas trading performance led to a sharp fall in half-year profits.


The department store chain, which has 158 outlets in the UK, will also look to speed up delivery times in its online operation and said it is in discussions to introduce a number of “well-known” brands into its shops.

The moves, outlined by chief executive Michael Sharp, follow a “challenging” period in which profits fell 24.5% to £85.2million in the 26 weeks to March 1.

Debenhams alerted the City to a slide in profits on New Year’s Eve after weak trading in September and October and poor sales in clothing was compounded by a difficult festive period as rivals engaged in a price war.

The company said today: “Promotions are a traditional strength of Debenhams but in the run-up to Christmas their impact was diluted by the highly promotional trading environment in the UK.

“We are therefore refocusing our promotional strategy which will see more clearly defined promotional periods in the trading calendar with fewer days on promotion.”

Debenhams said it also trailed behind its rivals in terms of convenience because it lacked a competitive range of premium delivery options.

It has pledged to improve in this area in time for Christmas, with next-day click and collect and a 10pm cut-off for next-day delivery. This has required a step-up in spending on automation in its distribution centres.

The company said analysis of all of its shops found that 10% of its UK store space was currently under-performing.

It said: “We continue to work on a number of routes to improve sales densities. These include adding more choice of products, brands and services.

“We are currently in discussions with a number of well-known brands, some of which are expected to be trialled over the next six months.”


1 comment

  • Like all big retailers they have got into the trap of giving big discounts at times though out the year so people wait till then to buy, prices are high before the so called event ,sale,or weekend specials,then go to what you would expect to pay for item, Sainsburys is the same on clothes every bank holiday 20% off ,so if I want a shirt or something else I wait till then.

    Report this comment


    Tuesday, April 15, 2014

The views expressed in the above comments do not necessarily reflect the views of this site

Could Broomhill Pool be on the brink of restoration?

Hopes of restoring Ipswich’s Broomhill Pool have today received a huge boost with the news that the Heritage Lottery Fund has made an interim award to the project.

All of the alleged sexual assaults happened on buses in Suffolk.

More needs to be done to empower women in Suffolk to come forward about sexual assaults, a campaigner has said.

The number of complaints about Abellio Greater Anglia has risen.

The number of complaints handled by rail operator Abellio Greater Anglia increased by nearly 26% during the first three months of the current financial year according to new figures from the Office for Rail and Road (ORR).

Broomhill pool from the air

As hopes of restoring Ipswich’s lido to its former glory take a step forward today, we look back at the pool’s past.

The launch of 'Pigs Gone Wild' at Trinity Park.

A piggie parade that is set to draw many visitors to Ipswich and raise £100,000 for a hospice charity took off in style last night at a glittering launch event.

Needham Road in Stowmarket where the crash took place

An 81-year-old cyclist who sustained serious injuries following a collision in Stowmarket last week has died.

Pc Jason Lambourne

When Pc Jason Lambourne isn’t working for Suffolk Constabulary, he dons another emergency services uniform for work as an extra in hit television shows and films, including the latest 007 movie.

Michael Scott, chief executive of Norfolk and Suffolk NHS Foundation Trust . Photo: Steve Adams

A lack of beds and increased demand led to a four-fold increase in the cost of sending people with mental health problems outside of Norfolk and Suffolk in 2014/15.

The East Anglian Air Ambulance is in attendance.

A woman has suffered a “potentially life-changing” head injury during a crash in Beccles.

Parish councillor Edwina Galloway (left) and Kayleigh Button with the defibrillator in the red phonebox in Kelsale-cum-Carlton

It may not serve its original purpose, but a village’s newest asset could one day answer the call to save lives.

Most read

Most commented

Topic pages