Debenhams Reaching Australian Market


British retailer Debenhams has launched it’s first local department store in Melbourne.

The store is now part of city’s fashion epicentre in the popular area of the Melbourne CBD, St Collins Lane.

Graham Dean, managing director of Debenhams Australia says a great number of visitors is expected, having in mind an incredible flow of people in Melbourne, counting 840,000 people daily and about 2.2 million international visitors who come to enjoy Melbourne every year.

The brand has decided to enter Australian market in a different way than usual, offering exclusive brands in a small-format layout, which represents a new concept specifically developed for this part of the world. 

Debenhams St Collins Lane is not a traditional department store – it is a new destination for the contemporary customer in Australia, said Graham Dean.

As Dean said, majority of customers are dealing with many difficulties on a daily bases, while shopping, such as poor assistance on the floor, long waiting to be served and very confusing layouts. All of these issues will, hopefully, be sorted out with numerous innovations the brand has set, as part of their fresh start at a new Australian market.

Some of them include top notch in-store services such as a style suite, beauty rooms, mobile POS and a café, even a Debenhams Australia mobile app that will provide full support regardless of the location of the customer.

All of these changes will be carefully monitored by head office in the UK, with key executives set to see first-hand how the store is performing.

Some of the collections that customers will be able to purchase will not be available anywhere else but in this particular store. Exclusive men and women brands will feature Butterfly by Matthew Williamson and Kate Middleton favourite, Star by Julien Macdonald, J by Jasper Conran and Nine by Savannah Miller.

As for the regular apparel, there will be an extensive collection of women’s and men’s clothing, sleepwear and intimates, athleisure, accessories and interesting homewares. The store will also feature special beauty segment, with cosmetic products and fragrance brands including MAC, Tom Ford, Bobbi Brown, Gucci, Chloe and Valentino.

Debenhams St Collins Lane is part of the company’s global strategy to make the business better and is now part of 243 Debenhams stores that operate across 28 countries worldwide.

If you wish to know more about this shopping hot spot, visit official website here.

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