Department-store chain Debenhams is planning to double its
furniture business by 2013, in a bid to take a 1 percent share of
the £10.1 billion UK market.
The retailer has seen furniture sales soar by 55 percent in the
last year, and is predicting further increases for the remainder
of the year through an increased multichannel offer, availability
in 110 more stores and a home catalogue.
The autumn/winter 2012 brochure launched on 2nd September and has
been designed to compete with rivals such as John Lewis, Next and
Marks and Spencer. It uses a premium editorial style, and
includes information such as stylist’s tips and advice. Featuring
both own-bought and branded product, the autumn catalogue is the
latest tactic in Debenhams’ assault on driving home market
share.
In total, 2.5 million copies of the catalogue were printed-a
massive increase on the 300,000 printed last year. The catalogue
is also 20 percent bigger and includes 34 more pages than last
year’s launch edition. Initially distributed through the national
press, the catalogue will also be available in stores.
Debenhams’ furniture offer now has 1,700 options, a 70 percent
increase on this time last year. Furniture is available in 134
Debenhams stores and through kiosks in all 170 UK stores. By the
end of the year, furniture will also be available in the Republic
of Ireland later this year.
Share