Chief executive Michael Sharp said the group plans to lure shoppers and bolster sales during the crucial Christmas trading period with a television, print and online advertising campaign, launching next month.
The announcement came as the retailer, which ranks behind rival John Lewis in terms of annual sales, reported a 4.2 per cent rise in pre-tax profit to £158.3m in the year to 1 September.
“The overall performance for the year was a very creditable performance given how challenging it was,” said Sharp, adding that the group had also grabbed market share from rivals across all categories, particularly in the 12 weeks to 2 September.
“Gains in women’s clothing were particularly pleasing because that market is notoriously competitive,” he said.
The group revamped 18 of its core UK stores in 2012 and aims to refurbish a further 30 this coming year, including its flagship site on Oxford Street. It aims to open 17 stores over the next five years, which could generate £150m worth of sales.
Sharp said yesterday that Debenhams UK presence was still “immature” and said there were a total of 70 markets it has targeted for new openings in the future.