Introduction:
Debenhams – who doesn’t know it? It’s been a fixture of the British high street for centuries, with over 240 department stores across the UK at its peak. However, in January 2021, the company collapsed into administration, and it seemed that it was the end of a British retail icon. However, in a surprise move, online retailer Boohoo bought the brand and relaunched the Debenhams website in May, giving the brand a new lease of life. So, what does the relaunch mean for Debenhams, and what can we expect from the new website?
A new focus on digital:
The relaunch of Debenhams under Boohoo ownership means that the focus of the brand has shifted firmly towards digital retailing. While Debenhams had an online store before its collapse, it was never a major part of its strategy. Now, with Boohoo at the helm, the new website is sleek, stylish, and optimized for online shopping, reflecting the reality of modern retailing. It comes with all the features you’d expect from a modern e-commerce platform, such as social media integration, detailed product pages, and user-friendly checkout processes.
The same brand values:
While Debenhams may have a new owner and a new online presence, it hasn’t lost its brand identity. The website relaunch has focused on retaining all the things that made Debenhams great in the first place, such as its wide range of products, excellent customer service, and affordable prices. This means that shoppers can expect to find the same high-quality products they always have, from clothes to homeware to beauty products.
A new marketplace:
One of the most exciting developments with the Debenhams website relaunch is the introduction of a new marketplace feature. This allows third-party retailers to sell their products on the site, alongside Debenhams’ own products. In essence, this creates a one-stop-shop for all your retail needs. It also means that smaller retailers have access to an established e-commerce platform, giving them the opportunity to reach a wider audience. And, of course, it means that shoppers have even more products to choose from.
A new home for Debenhams beauty:
One of the standout features of the new website is the reintroduction of Debenhams’ famous beauty department. Boohoo recognized the importance of this part of the brand and has created a dedicated space for it on the site. Here, shoppers can find all their favorite beauty brands, discover new ones, and access expert advice on skincare and makeup. With beauty and wellness becoming increasingly popular in recent years, this move is sure to attract a whole new demographic of shoppers to the Debenhams brand.
A bright future:
pWhile the collapse of Debenhams was undoubtedly heartbreaking for its employees and loyal customers, the relaunch of the brand under Boohoo ownership is a beacon of hope. It’s a reminder that even in the toughest of circumstances, there is always an opportunity for rebirth and renewal. With a renewed focus on digital retailing, a commitment to its brand values, and exciting new features such as the marketplace and beauty department, the future looks bright for Debenhams.
Conclusion:
The Debenhams website relaunch under Boohoo ownership marks a fresh start for a much-loved brand. With a renewed focus on digital retailing, the same brand values that made Debenhams great, and exciting new features such as the marketplace and beauty department, the new website is sure to attract a whole new generation of shoppers. It’s an exciting time for the brand, and we can’t wait to see where it goes from here.
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