Debenhams has unveiled a new logo and pressed the button on a fresh wave of store refits as it accelerates its transformation plans.

The department store business has ushered in a “modern, friendlier” logo, which it said has been designed to reflect its “updated, dynamic personality”.

Debenhams 2018 logo

The new Debenhams logo

It marks the first time in 20 years that Debenhams has updated its logo.

The new branding will initially be used on the retailer’s website and across its social media platforms, and will feature on updated store fascias as part of Debenhams’ store modernisation programme.

The first store to feature the new fascia will be Debenhams’ new flagship Watford shop.

It comes as Debenhams presses ahead with plans to roll out elements of its Stevenage store across its wider portfolio.

Locations in Reading, Cambridge, Leicester and Sheffield’s Meadowhall shopping centre have already undergone revamps to create more “flexible, dynamic spaces”.

The store modernisation work has included the introduction of new fixturing, a new lingerie concept, refreshed jewellery and watch areas, and the introduction of Debenhams new own food brand, The Kitchen.

Debenhams has also overhauled its beauty halls at Meadowhall, Reading and Leicester, where products are merchandised in “labs”.

The new logo – featured on the retailer’s autumn winter advertising campaign – and the ongoing store changes form key parts of boss Sergio Bucher’s ‘Debenhams Redesigned’ strategy.

The department store chain is banking on the blueprint to transform its fortunes.

Debenhams suffered an 85% slump in profits in the six months to March 26, blaming a drop in sales and margins on a “disappointing Christmas season” and extreme weather conditions.

Bucher said: “The Debenhams Redesigned strategy sets out to reinvent the shopping experience for customers. Whilst we have made real improvements to our stores and continue to improve our product offering we also want to signify overtly to customers that Debenhams is changing and give them more reasons to come in store – our new brand identity is a way of signalling the change.”