Debenhams Middle East benefits from local understanding

The Debenhams chain, branded as “Britain’s favorite department store”, has 100 stores in the UK and Ireland. Its consistent high performance is based on own brand ranges and its “Designers at Debenhams” initiative where names such as Jasper Conran and John Rocha design exclusive but affordable ranges. A less well‐known aspect of its continuing growth is its international operation – established in the late 1990s – with stores in Scandinavia, Hungary and Malaysia. Debenhams also has a significant Middle East presence and its success in the region in just five years is an object lesson in managing overseas expansion.