20495_Debenhams_AR_151104

OUR BUSINESS MODEL
We aim to create value for shareholders by serving our customers well, with a clear
understanding of what they want, supported by our expertise in how to develop,
source and sell products through the channel that best meets their needs.
1. CHANNELS
Giving our customers more ways
to browse, discover and buy
2. CUSTOMERS
A family department store
with something for everyone
Debenhams trades through 248 department stores
across 27 countries, and is available online in more than
60 countries. In the UK one third of sales are from customers
who shop more than one channel, with more than a quarter
of UK online orders via click & collect and more than 40% of
online orders via mobile. Overseas, as well as continuing to
expand in new and existing markets, we are launching local
language and local currency websites. We are continuing
to invest to give top quality service whichever channel
customers wish to use.
One in four of the UK population visits our stores
each year and we are a destination for beauty, gifts and
occasionwear. We have a broad demographic appeal,
which is a key strength, and our well known promotions
remain as popular as ever. Via our flagship digital store,
as well as our franchise and owned stores overseas,
customers around the world can access an even
wider choice of products and services.
Store numbers
UK Customer profile by age (%)
UK 161
Own operated
international (Republic
of Ireland, Denmark) 17
Franchised
international70
18-24 12%
25-34 17%
35-44 19%
45-54 20%
55-64 14%
65+ 18%
Sales by channel (%)
UK Customer profile by demographic (%)
Online* 14%
In store 86%
AB 35%
C1 31%
C2 19%
DE 15%
* Restated for online returns to stores.