Debenhams is launching its first new campaign since being acquired by Boohoo, adding .com to its name to reintroduce itself to customers as a pureplay department store.

Boohoo snapped up Debenhams name and website in January for £55m but elected not to take on any of its physical stores. While some sites reopened to clear stock after non-essential retail was allowed to reopen, all of its 118 remaining stores have now since closed. 

Male model in pink Debenhams suit

Starting today, Debenhams is launching a new marketing campaign focusing on the retailer’s online delivery credentials in a bid to drive new and existing customers to its ecommerce platform. 

The campaign starts with a 30-second TV advert that will run for eight weeks during shows such as Love Island, This Morning and Celebrity Gogglebox

It will also focus on Debenhams’ multi-brand offering, featuring in-house fashion brands such as Principles, Red Herring and Maine New England, alongside brands from across the Boohoo Group portfolio. 

Beauty and home products are also spotlighted throughout with the ad closing with the line: ‘Fashion. Beauty. Home. Delivered to your door’.

Boohoo co-founder Carol Kane said: “We feel this first campaign sets the tone for and how we see the vision for the brand developing.

“As we go into the summer season, I’m looking forward to seeing the in-house brands grow and find their place within the group, introducing a strong product offering supported with a confident brand DNA you can see coming through from”

  • Don’t miss the best of the week – sign up to receive the Editor’s Choice every Friday