Debenhams launches surprise in-season Sale

The decision turns conventional Sale wisdom on its head by offering discounts of up to 25% on current season stock rather than selling through clearance stock at the end of a season.

Womenswear, accessories, menswear, kidswear, home, cosmetics, lingerie, sports, leisure and gifting are all included in the four day Sale which started today and runs across all stores and online, as well as in stores in eight overseas countries for the first time.

Collections by designers including Betty Jackson, Julien Macdonald, Jasper Conran, John Rocha, Matthew Williamson and Henry Holland - all of whom design diffusion collections for Debenhams’ Designers At range - have lowered prices just before their mainline collections hit the catwalks at London Fashion Week.

The department store said that the initiative would appeal to cash strapped customers who remain cautious about spending and uncertain as to whether the country faces a double dip recession.

Debenhams deputy chief executive Michael Sharp said: “Retailers discount at a time that suits them to help sell tired end of season stock.

“This move turns that idea totally on its head.  It offers customers discounts across the store on the very latest products, meaning they can pick up this season’s must-haves at Sale prices.”

Sharp continued: “I have said it before and I will say it again. We are more determined than ever to deliver designer clothes at prices everyone can afford.  Nowhere else on the high street can you see so many fantastic offers all under one roof.”

Stores will be open longer over the four day period with doors open from 9.00am to 10.00pm. The introductory prices will also, for the first time, be available in countries including France, Germany, Spain, Sweden, United States, Australia and New Zealand via Debenhams.com.