Debenhams takes aim at Aussies with dedicated site followed by bricks and mortar
The doors are open to Debenhams’ dedicated Australian site
Australia will become a test bed for the international online expansion of UK retailer Debenhams after it announced a dedicated Australian site for shoppers.
Backed by a significant local marketing campaign, the site will also be used as a research device into the chain’s expansion into bricks and mortar in partnership with Pepkor announced late last year.
Dasha Melyushkina, head of ecommerce for Debenhams in the UK, said that the launch of the site dedicated to Australian shoppers and the supporting marketing campaign was an important moment in the expansion of the brand.
Never quite understood why M&S isn’t in Australia given it’s all over Asia…well, the insane cost of retail and staff in Aus aside.
M&S have tried numerous times to set up shop in Australia, walking away from a partnership with Just Jeans in 2011. The insane cost of retail staff has nothing to do with it. They tried in Canada in the 1970s and built up a reputation as a stodgy retailer catering to British migrants.
Thei company’s CEO is just about to leave at the end of this month because all their efforts to revive the brand in terms of fashion have failed even in the UK, where they have been “slaughtered”by Zara and H&M. As James Chessell wrote in the Financial Review in October – Australia has always been a tough nut to crack for M&S. They will probably stick with online in Australia, rather than go to the huge expense of setting up shop and risk failure. John Lewis has become the high street retailer of choice, even in the UK.
M&S is here. It made a disastrous attempt at a relaunch of its online store in early January – notably at full price during a time of post xmas sales.
It’s decision to launch using influencers also failed spectacularly.