Debenhams to give its home department a makeover

The retailer has appointed design consultancy 20/20 to work with its in-house team to create an experience that will make its home offer relevant to Debenhams shoppers and to enhance the retailer’s presence in the sector. The design is likely to be introduced in the Oxford Street store early next year.

20/20 director Bernard Dooling said: “We will be looking at the entire non-fashion area and what to do with it. The big thing is to get across the Designers at Debenhams range for non-fashion.”

Dooling said that, although there is a strong recognition of this element of the retailer’s offer, shoppers do not necessarily recognise it as a feature in the non-fashion ranges. “Story-telling will be incredibly important,” he said.

According to research carried out by Debenhams, a quarter of all shoppers are unable to cite a favourite retailer in the sector, leaving an opportunity for Debenhams to achieve standout when the new look is launched.

Elsewhere, 20/20 has been working on developing a store fascia for womenswear brand Planet. The first of the new-format stores, at Heart shopping centre at Walton-on-Thames, opened yesterday.