Debenhams boss to unveil rejuvenation plans

Alys Key
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Popular beauty brands could form a core part of a new direction for Debenhams (Source: Getty)

DEBENHAMS CEO Sergio Bucher is expected to announce an overhaul of the chain's 165 stores this week, in line with the growing consumer appetite for experiences.

City analysts expect the company to improve its leisure offering by introducing more restaurants and beauty counters to the stores. The company's Christmas trading update already hinted towards this, stating that it had rolled out nine more food concessions, including two new partnerships with James Martin Kitchen and Franco Manca.

Further changes may also include cutting down the number of clothing lines available in-store, in line with moves made by competitors like House of Fraser, which announced last month it would cut 30 womenswear brands. Analysts at Investec stated earlier in the month that the 'Designers at Debenhams' range needed more investment in order to become an asset to the retailer.

Renewed focus on ecommerce is also anticipated. Christmas results showed that the retailer's online sales were up by 13.9 per cent, with two year growth of 25 per cent.

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