Boohoo-owned Debenhams will be returning to retail with the opening a flagship beauty destination in Manchester’s Arndale shopping center.
Debenhams underwent a significant rebranding and restructuring since the Boohoo Group’s acquisition at the start of 2021. It also closed its UK stores. The British retailer unveiled a new brand direction in June as a digital department store. This was achieved through a campaign featuring a fresh image with inclusive messages.
Debenhams.com is the new name for the e-tailer. It’s now back in brick and mortar, at the Manchester birthplace of Boohoo Group. Two floors of Debenhams.com Beauty stores cover a total of 7,552 square feet. The store offers the most recent beauty products and aims to appeal to customers in an innovative setting.
The brand’s new image and vision for beauty is reflected in the interior, which features high-end fragrance and beauty brands. Interactive screens and real-time social media postings were used to further establish the brand’s online identity.
The store will hold its first event on December 9th, where 50 customers will receive a custom goodie bag and beauty demonstrations.
“We are thrilled to be opening Debenhams.com Beauty Store, within the Manchester Arndale,” Jeanette Whithear (the retailer’s homeware- and beauty director) said in a release.” It feels organic to have this new retail space in the heart of the city.”
Debenhams continues its resurfacing
Boohoo bought Debenhams’ brand for 55 million pounds in January 2021. This was after years of difficulties at the retailer, which had struggled to keep pace with e-commerce competitors. Due to covid-19 safety precautions, the company filed for administration in 2020.
The brand and website were acquired with the closing of its stores network.
Boohoo has been growing the Debenhams brand online and internationally since then. Boohoo also established a partnership with Alshaya Group, a Kuwait-based company. This agreement gives the retail company exclusive rights to run stores and local ecommerce in certain Middle East countries. The agreement also allowed Boohoo Group brands in Debenhams shops and local ecommerce starting in the fourth quarter.
Debenhams also launched Mirakl’s new marketplace to meet evolving customer demand and offer more than 70,000 products. This partnership will help develop a strong online presence with the ultimate goal to become the UK’s largest market for fashion, beauty, and homeware.
Boohoo also acquired Debenhams over the past two year to expand its multi-brand portfolio. These retailers include Karen Millen, Coast, and Oasis as well as the Burton Group and Dorothy Perkins.