Iconic British department store, Debenhams, has confirmed it will open its first Australian location in Melbourne’s Collins Street.
The announcement follows last year’s franchise agreement between Debenhams and Harris Scarfe owner Pepkor, with plans to open as many as 10 stores across the country.
Set to open in September 2017, the Melbourne store will be located in the high-end St Collins Lane precinct and will take up 3,600 square metres over two levels.
Graham Dean, MD Pepkor South East Asia department stores division, calls the partnership “one of the most exciting department store stories in the nation” and says the company is focused on creating a “designer department store for the digital age”.
“We plan to bring to life the best in-store customer experience for the digital age,” he says. “Shopping at Debenhams St Collins Lane will be a unique, immersive experience where every customer can engage across a broad platform of in-store and online touch points.”
Melbourne shoppers will receive a carefully curated selection of the best that Debenhams has to offer, says Debenhams international director, David Smith, including designer labels like Jasper Conran and Henry Holland.
“We are confident that our offer of exciting products and brands, combined with a world-class shopping experience, will be well received by the Australian public,” says Smith.
“International expansion is a strategic priority for Debenhams and we are delighted to be working with Pepkor on entering the Australian market.”
Although additional Debenhams sites have not been confirmed, Dean says research into possible national locations is ongoing.