Pure Beauty

Debenhams unveils new brand identity and beauty retail strategy to tackle flailing high street

By Sarah Parsons | Published: 3-Sep-2018

The British retailer's new logo, tagline and store concepts are an attempt to attract shoppers back to the struggling high street

Debenhams has unveiled a new brand identity and revamped beauty retail strategy as part of its latest effort to turnaround struggling profits.

Creative agency Mother, whose clients include Not on The High Street and IKEA, were tasked with developing the new look.

The refreshed identity included overhauling the retailer’s 20-year-old logo to “present a modern, friendlier” outlook.

Mother also crafted new tagline ‘do a bit of Debehams’ to rekindle the consumer’s love of shopping and to help showcase seasonal products.

Consumers will be able to see the new look via Debehams’ website, social media and Watford, UK, flagship store.

It will then gradually roll-out across all branded communication and packaging.

Debenhams’ Meadowhall store has seen its beauty department expand by a third.

Meanwhile, the Reading and Leicester stores incorporate elements of the beauty hall redesign with multi-brand products merchandised in ‘Labs’, said to help customers browse and discover new ranges with more ease.

The retailer has not announced if the new beauty hall concept will roll-out nationwide.

Sergio Bucher, CEO of Debenhams, said: “The Debenhams redesigned strategy sets out to reinvent the shopping experience for customers.

“Whilst we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store – our new brand identity is a way of signalling the change.”

In June, Debenhams issued a third profit warning for 2018, after it revealed that full-year pre-tax profits were set to come in between £35m and £40m, down from previous estimates of £50.3m.

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