Department store Debenhams has today unveiled fresh branding across its website and digital platforms, and is set to roll it out across stores to signify to its customers that “Debenhams is changing”.
The business, which has endured tough trading conditions this year, is undergoing a transformation strategy, dubbed Debenhams Redesigned, under CEO Sergio Bucher which aims to place experience and digital at the heart of its offer.
In recent months it has announced the installation of Blow Ltd blow dry and beauty bars in key stores and its new in-store gyms in partnership with Sweat! will begin their roll out this month.
Some of its stores have received significant investment and modernisation lately including those in Reading, Cambridge, Leicester and Sheffield, which have been designed to incorporate elements from its new retail concept in Stevenage.
Improvements include new fixtures and fittings, categorising fashion by genre, expansion of the beauty offer and the introduction of its own food brand The Kitchen.
Bucher said of the move: “The Debenhams Redesigned strategy sets out to reinvent the shopping experience for customers. Whilst we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store – our new brand identity is a way of signalling the change.”
As well as the refreshed branding, which is said to offer a more “friendly” feel, its new autumn marketing campaign will encourage shoppers to “Do a bit of Debenhams”.