Debenhams launches website in German to lure shoppers

Kasmira Jefford
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DEBENHAMS, Britain’s second largest department store group, revealed yesterday it is launching its first foreign language website in Germany as part of its ambitions to expand overseas.

The retailer, which runs 164 stores in the UK and Ireland and the Magasin du Nord chain in Denmark, also plans to expand its international delivery service to an extra 34 countries, including Argentina, Israel and Singapore, taking the overall number of countries to 41.

Simon Forster, online director at Debenhams, said: “With the second largest e-commerce market in Europe after the UK, Germany has consistently been one of our top performing countries online and now German shoppers will benefit from their own bespoke website.”

The group last week posted better-than-expected sales – up 3.1 per cent in the 16 weeks to 23 June – after events including the Diamond Jubilee helped lure shoppers through its doors. Online sales jumped by 34.9 per cent.