Debenhams is targeting a 50% jump in furniture sales as it launches its biggest ever catalogue this weekend.
Its spring 2013 brochure, which launches on Sunday, is also expected to help boost electricals sales by 10%.
The catalogue, which it debuted in September 2011, has 30% more pages than its autumn 2012 version with more space than ever dedicated to furniture.
Debenhams head of home buying Alice Duggan said furniture was a key growth area for the retailer. She said: “I don’t think we’re front of mind for big ticket items. The brochure is a great way of building awareness.”
Duggan described Debenhams’ home offer as “fashion for the home” and said its furniture complimented this.
She said: “We’re not trying to be Heal’s. We have pieces that are vanilla – you can dress them one way or another.”
Debenhams will also run cut down brochures in publications such as the Mail on Sunday and Style at Home.
The autumn 2012 catalogue drove a 55% sales increase on featured lines across the first two months of launch. Home items not featured in the catalogue also experienced a 15% uplift, which the department store put down to the “halo effect”.