DEBENHAMS.COM LAUNCHES NEW BRAND CAMPAIGN
Iconic British retailer Debenhams launches its first brand campaign, since its acquisition by the Boohoo Group in January 2021. The nationwide, multi-media campaign positions the nation’s most loved retailer as a digital-first department store destination for Fashion, Beauty and Home under the new name Debenhams.com.
Showcasing the extensive Fashion, Beauty and Home offering, the campaign sees the e-tailer connect with its established 18.9 million customers across digital and social platforms. The campaign launches from 6am with a 30-second advert that will run for 8 weeks across primetime shows such as Love Island, This Morning and Celebrity Gogglebox, as well as On-Demand platforms like 4OD and ITV Player.
The advert, featuring an everyday family to reflect the wide customer audience of Debenhams.com, aims to drive both new and existing customers to the newly relaunched e-commerce site. Six models dressed in new season products arrive in a vintage branded van to deliver an abundance of Debenhams.com packages, all containing the latest in Fashion, Beauty and Home for the family. References to Debenhams’ rich heritage feature throughout; the door number (243) represents the number of years since Debenhams was established and vintage advertisements in photo frames once published by Debenhams, give a nod to the brand’s beginnings. The dog in the advert is also named Debs, in honour of our heritage, and can be followed on Instagram, @Debs_The_Dog.
“I’m very excited to see the first Debenhams.com nationwide multi- channel campaign, only 10 weeks after we launched on the 12th of April and just 5 months after it was acquired by the group in January.” He continues to say, “Driving the digital-first message, that we’re known for at the Boohoo Group, the campaign launches our first-ever online, multi-brand, cross-category platform. Already we have launched some amazing brands and we will continue to strategically add to this diverse portfolio, offering even more choice to our customers which will allow us to see growth in new markets.” – Group CEO John Lyttle
The campaign highlights Debenhams.com’s multi-brand offering including the much-loved Debenhams in-house brands: Principles, Red Herring, Maine New England and Mantaray, plus the
addition of brands from across the Boohoo Group portfolio. The retailer has already begun the rollout of its Beauty division with customer favourites: Urban Decay, Benefit, Peter Thomas Roth, Elizabeth Arden, and perfumes such as Marc Jacobs, Hugo Boss, Viktor & Rolf, Ralph Lauren, Montblanc and many more to come.
“We’re working hard to build our brand offering across our core Women’s, Men’s, and Children’s Fashion categories as well as Beauty and Home. We know Debenhams customers love our heritage brands as well as the leading household names we have traditionally partnered with. Every week, we have new brands launching on our site, with multiple brands available now and many more to come. – Richard Vanoli, Debenhams.com Trading Director
As we continue to grow, we also have excellent delivery options that mean customers can get everything they need delivered straight to their door with next day options if required, providing fantastic convenience. We have seen significant growth in traffic since we launched, as new customers continue to join us and increase our already significant loyal customer base. We look forward to launching the Debenhams Beauty Club in the coming months, as well as the Debenhams App in time for Christmas, to further build on both the experience and reward for our customers. We plan to grow the Debenhams.com platform into a market-leading online retailer where our customers are given an incredible experience, from purchase to delivery. We remain focused on the customers’ needs and how best to service them.
“We’ve listened to our customers and since April, we’ve been transforming Debenhams.com into a more modern, distinctive, aspirational and inclusive brand, across our brand campaigns, website, emails and social channels. We really value our loyal customers across the UK and with our new brand direction, we aim to reach new customers that perhaps may have never thought about shopping at Debenhams before. With such a great modern portfolio of brands, a fantastic range of product for every age, body shape, size and a suite of competitive delivery options, we know we can appeal to a wide range of people.” – Debenhams.com Head of Marketing, Louise Ayling
“I’m really thrilled to see the first milestone in Debenhams.com’s journey within the Boohoo Group. We feel this first campaign sets the tone for Debenhams.com and how we see the vision for the brand developing. As we go into the summer season, I’m looking forward to seeing the in-house brands grow and find their place within the group, introducing a strong product offering supported with a confident brand DNA you can see coming through from Debenhams.com.” – Carol Kane, Co-founder and Executive Director