Templeman made his comments at the opening of Liverpool One, where he unveiled the first manifestation of plans to fight the downturn by driving own-bought clothing sales at Debenhams’ 130,000 sq ft store at the scheme.
Options have been reduced by 15 per cent, freeing space to create hot spots with upgraded shopfits for its power brands, including Red Herring, Jasper Conran and Star by Julien Macdonald.
The retailer, which has posted falling like-for-likes and a string of profits warnings, has in recent months been gaining market share in clothing. Templeman said he expects the trend to continue “across the board” this month.
“When times are tough, you either go the price route or put more into product. We have invested in product and we are getting results,” he said.
“We have been criticised for being too cluttered,” added Templeman, who has culled Designers at Debenhams brands including Antoni & Alison and John Richmond.
He has also amalgamated own-brands into dedicated areas named Occasion and Collection and extended price points to appeal to aspirational customers.
“It stops duplication in ranges, reduces options and gives space around product and cash to reinvest,” said Templeman.
“We have also been criticised for our capital expenditure plans, but my answer is look at it like a customer,” said Templeman, who spent£80 per sq ft building the Liverpool One store.
Lehman Brothers analyst Christopher Walker said that Debenhams’ focus on basics and merchandise has been executed very strongly in stores, which is reflected in its market share.
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