Debenhams International Expansion Strategy

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DEBENHAMS
INTERNATIONAL EXPANSION STRATEGY

History
Debenhams is a chain of department stores based in the United Kingdom. Debenhams Retail Plc is part of the Debenhams Group of Companies. The company started as a retail outlet in 1778 with a nice British gentleman, William Franks and a fancy boutique: expensive fashionable clothing, gloves and bow ties, only for high class London society and grew to acquire other stores in town and cities in the UK such as Pauldin's in Manchester and Brown's of Chester. Most stores retained their former identities until a unified corporate image was rolled out across the stores. Debenhams was listed on the London Stock Exchange in 1928 and continued to expand. In 1985 the company was acquired by the Burton Group. At this point the company owned 65 stores. Debenhams demerged in 1998 and was once again listed as a separate company.

Nowadays
Debenhams is a business listed on the stock market, with about 200 stores in UK and worldwide and an annual turnover of 2,3 billion GBP, especially after the quick expansion through the 90’s. Debenhams stores are departmentalized as follows: Health and Beauty; Women’s wear; Menswear; Fashion Accessories; Young Fashion; Home; Children’s wear; Media & Entertainment (M&E depts. in all stores closing early 2004); Food Services; Customer Accounts. Debenhams stores vary greatly in size from country to country and from city to city; smaller stores do not have a full range of departments.

A major source of business is concessions. These are 'shop-in-shops' which can be found in most Debenhams stores such as Young Fashion companies 'Oasis' and Ladieswear outlet 'Evans'. The company's innovation has proved successful by introducing branding into its mens and ladieswear lines. The 'Designers at Debenhams' include Jasper Conran , John Richmond and John Rocha. In 2002 the 'Nectar' loyalty card was introduced with Debenhams as a major sponsor. This card now allows customers to collect...
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