Jan 12, 2017
Shift away from clothing pays off for Debenhams
Department store chain Debenhams reported improved like-for-like sales over the Christmas period, as strong growth in its beauty and gift sections suggested that the company's move away from clothing sales was paying off. In October, Britain's second-largest department store chain by revenue posted a 10 per cent fall in pre-tax profit and said it was to shift its attention away from selling clothes to focus on its beauty, gift and casual dining offerings. Debenhams said the figures came on the back of strong sales in its beauty and gift departments, with double-digit growth in beauty sales driven by specialist make-up brands, including its exclusive Kat Von D range. Furniture sales increased 28 per cent over the period, while sales of Christmas decorations rose 37 per cent. Online sales rose 13.9 per cent, and overall performance further improved in the immediate run-up to Christmas, with like-for-like sales rising 5 per cent in the seven-week Christmas period to January 7.
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