Department store retailer Debenhams has chosen Germany to launch its first foreign language website in another step towards expanding the brand internationally.
German shoppers will have access to the whole range including the ‘Designers at Debenhams’ range, with collections from collaborators such as Matthew Williamson, Jasper Conran, Julien Macdonald and Henry Holland. The website uses the German language and transacts in euros.
Debenhams has also revealed the extension of its international delivery service to 41 countries, up from the current seven.
Customers in countries including the USA, Argentina, Costa Rica, Israel, Kenya, Singapore and Venezuela will now be able to order from the full Debenhams range.
International online purchases will be delivered to shoppers’ homes within five to 14 working days with delivery fees from £7 to £15. Debenhams anticipates that international delivery will extend to 67 countries this summer.
Simon Forster, online director at Debenhams, said: “Germany has consistently been one of our top performing countries online and now German shoppers will benefit from their own bespoke website. We already have 69 stores in 25 countries outside the UK. Debenhams.de and our expanded international delivery service are all part of our commitment to increase our global brand.”
Debenhams also operates stores internationally on a franchise basis and John Scott, head of international business development, recently speculated that the retailer would be unlikely to supply online into countries where it has franchise operations, or that if it did it would allow franchisees to operate the e-commerce offers within those territories.