Debenhams (DEB) is a leading international
multi-channel brand with a proud British heritage, trading from 250 department
stores across 27 countries, and available online in more than 60 countries. The
core activity of the company is the sale of electrical appliances, household,
food, clothing, accessories, toys & gifts etc.

 

Debenhams’ strategy is to deliver a compelling
customer proposition with growth across multiple channels, focusing on improving
returns from their UK stores and expanding internationally. Debenhams has continued
their modernisation programme, upgrading
brand presentation and service offers. Fifty of their stores have been modernised in the past five years and they
have been increasing the choice of brands and services to meet the customers’
demand. Also, they are taking a more focused and coherent approach to
international markets, identifying the markets they wish to enter and expand
in, and which of their business models – franchise, wholesale, multi-channel or
online only–works best for that market. The International Division is mirroring
the UK structure to support a fully integrated multi-channel approach.

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International accounted for 25% of their operating profit in 2016 and has
strong growth opportunities. Debenhams is part way through a multi-year
investment programme to establish an infrastructure designed to support
international multi-channel growth. Their infrastructure investment, which
has supported the launch of a new international web platform in 2016,
offering local payment and local language capabilities, marks an important step
forward in supporting the international multi-channel
growth opportunity.

 

In response to more uncertain trading conditions in
the UK in the second half of 2016, Debenhams has focused on managing stock and
margins and generating cash. Their capital-spending programme, which includes a
three-year systems investment of £130m, is expected to be comfortably funded
within existing resources.

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