Debenhams launches rebrand

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Debenhams has undergone a complete rebrand and modernisation as it aims to “signify overtly to customers that Debenhams is changing.”

The department store has undergone a modernisation scheme dubbed “Debenhams Redesigned”, including the first new logo in 20 years and a remodelling of a number of flagship stores.

Its new branding will be launched across its social and digital platforms initially, and its stores in Reading, Cambridge, Leicester and Sheffield have already undergone months of modernisation work, aiming to introduce elements of its award-winning Stevenage store across its estate.

These include the installation of new fixturing, showrooms highlighting new items, new lingerie, jewellery and watch areas and the introduction of its own food brand The Kitchen.

“The Debenhams Redesigned strategy sets out to reinvent the shopping experience for customers,” Debenhams chief executive Sergio Bucher said.

“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.”

The rebrand comes amid tough times for the retailer, which is also undergoing a major cost cutting drive.

Last month it launched redundancy talks with hundreds of staff, in a process which is expected to result in around 90 staff losing their jobs across its fashion and home departments, stripping out layers of management.

At the beginning of the year Debenhams, which expects full year profits to drop from £50.3 million to between £35 and £40 million, slashed 320 store management roles.

Its major cost cutting drive, aiming to rebalance its finance sheet after three profit warnings this year, is expected to save the retailer around £20 million a year.

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