It hasn’t taken long for Debenhams’ new chief executive Sergio Bucher to put his mark on the British department store chain.

Bucher is reportedly taking the axe to a number of ranges from some of its longest established designers.

Over the last 18 months, Debenhams has made a conscious decision to change its sales strategy by reducing its reliance on its fashion offer.

Instead it is depending more heavily on its food, gifting and beauty departments to drive revenue growth.

Non-clothing sales accounted for 52% of total group sales in 2015/16.

Given the nature of the clothing industry, and its weather sensitivity, this is a wise move for any department store – a factor which the likes of Marks & Spencer and Next should have maybe considered a little sooner.

Focus on fresh appeal

Bucher is adjusting the retailer’s product offer further by trading-in a selection of its long-established designer collaborations for a focus on new and existing designer brands to widen its customer base.

There will be a discontinuation of its Betty Jackson womenswear partnership as it drives its more trend-led Nine by Savannah Miller collection instead.

The same can be said for the reduction in its menswear collaboration with Jeff Banks, to focus on its Hammond & Co by Patrick Grant collection.

A focus on a more streamlined and fashionable clothing collection, along with a more extensive non-clothing offer, may prove beneficial for the group in widening its appeal and attracting a younger demographic.

But Debenhams must be careful not to stray too far away from its original core selling point of ‘Designers at Debenhams’.

At risk of losing identity

Although it is logical for the department store to evolve, moving too far away from its distinctive concept puts the business at risk of losing its identity.

It is also important that while Debenhams fights to attract a wider customer base, the retailer also retains the loyalty from its core customers, including those who shop across multiple departments at one time.

Therefore, Bucher and his team must consider the complete customer journey through each department and any impacting effects on affiliated sales as a result of designer brand elimination.

Given the current condition of the department store market, with Marks & Spencer’s continued fashion decline and House of Fraser’s management turmoil, Bucher is being offered a potentially unobstructed opportunity to win share in the department store stakes.

Let’s see if he can do it while ensuring Debenhams’ identity stays intact.

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