Debenhams has fired the starting gun on its spring Sale, offering £150m of price cuts across “tens of thousands” of new lines before the season has even officially begun.

The department store chain said it was turning “the convention of Sale on its head by reducing prices at the start of the season rather than the end,” and that it would reduce prices by up to 25%. The Sale will apply online today and will be available in store from tomorrow.

Reductions have been applied across all new stock in womenswear, menswear, accessories and kidswear, including Debenhams’ exclusive Designers At Debenhams ranges by Henry Holland, Jeff Banks, Betty Jackson and Julian MacDonald.

Discounts will also apply in high street retailers’ Debenhams concessions, including Oasis, Coast, Warehouse, Miss Selfridge, Ben Sherman, La Senza and Eastex.

Michael Sharp, Debenhams deputy chief executive, said: “With many families seeing their disposable income fall and the outlook for many uncertain, we’re putting something back when customers tell us they need it most of all – at the start of the season not the end.

“With discounts up to 25% across the store, on the very latest products, customers can pick up this season’s must-haves at bargain prices,” added Sharp.

Debenhams will also extend its opening hours for the new season launch, opening from 9am to 10pm for four days.

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