Lingerie boosts Debenhams Christmas sales growth

Debenhams has reported strong Christmas trading, boosted by a rise in lingerie and beauty sales.

The department store chain posted a 3.5% rise in like-for-like sales in the 18 weeks to January 7.

Beauty and gift sales grew strongly to take the non-clothing sales mix in this period to 57%.

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Lingerie Insight reported earlier this month that lingerie sales at Debenhams had soared 25% in the run up to Christmas.

More than 70% of these sales were purchased by men who raced to stores on Christmas Eve to snap up lingerie for their loved ones, according to the department store.

Sergio Bucher, who was named Debenhams new CEO in May, said: “I’m pleased with the performance we have achieved in the key trading weeks of Black Friday and over the Christmas peak, given the challenges in the broader environment and the strong performance last year. The resilience of Debenhams’ differentiated offer is beginning to show through, with the growth we have driven in beauty and gifting. It’s encouraging to see that the service improvements we have made helped us to deliver strong multi-channel sales growth.

“I witnessed the hard work of the executive team and all our colleagues, who made sure that we were able to deliver a fantastic service for our customers over such a busy period, complementing the great choice of products and brands that we have to offer. There is a lot more we can do to build from this base and I’m looking forward to providing an update on our plans for Debenhams alongside our interim results in April.”