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.
Australian sales already represent 30% of Debenhams international online business and Australian sales have grown 12% over the past financial year.
“We are very excited,” Melyushkina told Mumbrella.
“The reason for launching a localised shop is meeting the customers needs. We are introducing Australian sizing and trying to tailor content on the site for an Australian audience.”
Debenhams will also aim at capitalising on local shopping events such as Boxing Day and Australia Day sales to bring its cycle in line with the Australian calendar.
“We would like to see it grow significantly bigger and we have achievable growth plans,” she said.
The chain will also launch a “designer hub” for the Australian website.
A cross platform campaign running with the tagline ” A match made at Debenhams” will support the new drive.
Melyushkina admitted the success of the site will be used as a template for the retailer’s push into other markets where the brand is already proving popular and will also help inform the expansion into bricks and mortar in Australia.
Last year Harris Scarfe owner Pepkor announced it would be bringing Debenhams to Australia, possibly rebranding Harris Scarfe stores and some speculation it could also invest in properties put on the market by Myer.
Debenhams arrival in Australia sees it beat UK rival Marks & Spencer which has been the subject of extensive speculation it would be opening stores in Australia.
Simon Canning
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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.
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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.
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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.
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