Consistency should be the hallmark of a department store chain, and this is what Debenhams must demonstrate in order to return to former glories.

The task facing Sergio Bucher, Debenhams’ CEO designate, is a tough one. He will take the reins at a time when department stores generally are struggling to keep shoppers coming through the doors and when branded specialist retailers are chipping away at their customer base.

Sergio Bucher

Sergio Bucher

Sergio Bucher takes the reins at a tough time for department stores

There are, of course, exceptions in the sector, with Selfridges, Barneys New York and perhaps Brown Thomas all standing as examples of how it is possible to buck the downward trend on the international stage.

Middle market woes

That said, there are an awful lot of operators that might be described as mediocre, at best, which makes the business of turning a penny look pretty fraught. And while the luxury stores may find the going a mite sticky, this is nothing compared to the middle market, where retailers such as Macy’s, JC Penney and, yes, Debenhams, struggle to provide reasons for shoppers to pay their stores a visit.

The problem that confronts Debenhams is simply put: who is it for?

“In some instances Debenhams can look like the department store of yesteryear – which is not a positive”

Most people heading into a department store do so when looking for something a bit special, something that they won’t find elsewhere and that should offer an experience as part of the shopping journey.

Now imagine that the name was removed from above a Debenhams store (the Oxford Street flagship on which money was lavished a couple of years ago notwithstanding), and that the shopper was asked to name the shop on entering. A tall order, as in some instances Debenhams can look like the department store of yesteryear – which is not a positive.

Lack of identity

This retailer’s estate is so diverse that shoppers could be forgiven for wondering whether they were in outposts owned by the same company when they visit two or more of its branches. This might not be a bad thing were it not for the fact that there is an almost total lack of consistency about the way Debenhams stores look. Some of them are good and pass muster; others really do not.

Bucher’s initial job must surely be to convince shoppers that any Debenhams store is worth visiting, and this will mean extensive work on some of the less attractive parts of the empire. This is not to say it will be impossible to restore the chain to the position it once enjoyed on our high streets, but there is an awful lot of work to do.