EXCLUSIVE: Debenhams shares greatest lingerie achievements of 2017

Debenhams’ head of lingerie buying and design has revealed her division’s greatest success stories of 2017 in an exclusive interview with Lingerie Insight.

Speaking at the retailer’s head office in London, Sharon Webb said Debenhams’ greatest company achievement was opening a new store in Stevenage in August, which saw a new layout applied.

“Not only does the store fit look amazing, light and airy, but it really enables our product to shine,” she said.

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“We have been nominated for awards, including Retail Week’s Best New Store, so it’s great to get feedback from the industry, but more importantly, feedback from the customer has been amazing, placing the store within our top 20 stores in terms of performance, when it was expected to fall within the top 70,” she continued.

“The store has 20% less stock density and its revised operating model allows us to deliver the store at 10 to 15% of the cost of other stores.”

In terms of Debenhams’ greatest business achievement, Sergio Bucher, its new CEO, has thrown his weight behind the lingerie division and challenged the team to think about how the department should look and feel.

“We spent nine months working on the development of our new lingerie experience, with trials in two stores,” said Webb.

“They have been re-fitted with best-in-class fitting room suites, new fixtures and fittings and a revised product offering. In addition to this, we have trained 180 colleagues on our new bra fit process and service proposition. It is a great achievement to see lingerie as part of the key areas for development within the company strategy.”

For the full interview with Sharon Webb, read the February issue of Lingerie Insight, out next month.



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