In pictures: Debenhams launches revamped Oxford Street store

Debenhams marketing director Richard Cristofoli refers to it as a “global flagship”, but whatever the name, the new look flagship midway along Oxford Street is now up to speed and “can hold its head up”, as he says, to the other department stores along the mile-long thoroughfare.

Following the relocation of the retailer’s head office to nearby Brock Street, 25,000 sq ft of additional selling space, or “one and a half new floors”, has been freed up, allowing greater circulation space and a greater concentration on visual merchandising, as well as three new restaurants and cafes.

The makeover has cost £25m, with a further £15m being spent on the exterior by British Land, the owner of the building.

Among the many features that visitors to the Daziel & Pow-designed interior will encounter are 60 screens that allow shoppers to peruse the web offer in-store, a click and collect counter, “Europe’s largest Dior beauty counter”, on the ground floor, and an atrium that has a real sense of space and where shoppers can view the store from top to bottom.

Cristofoli said that the store is intended to act as a “beacon” for Debenhams’ overseas franchisees, as well as being a destination for Oxford Street shoppers.