Debenhams revamps personal shopper service and offers money-off vouchers

The department store group relaunched its personal shopping service in its Oxford Street flagship, rebranding it as ‘Personal Stylist’ and doubling its number of stylists to 13.

The initial service was hidden off the shop floor, but Debenhams has now moved it to the third floor and it has its own reception area within womenswear. The retailer now operates six stylist suites as part of the service.

The free service is designed to attract more customers to the store, which underwent a £25m revamp as Debenhams aims to position it as a global flagship. 

Debenhams said the service, which launched last week, was a popular “pampering day” in the run up to Mother’s Day.

The department store was also giving shoppers £5-off vouchers for every £30 spent in store last week.  Debenhams confirmed it was the first time it has run the promotion. It has previously offered £5-off vouchers for every £50 spent.

Debenhams, which is known for its promotional activity, warned that margins in its first half would fall by between 80 and 100 basis points because of extra mark down over a highly promotional Christmas period across the high street.

Chief executive Michael Sharp said he expects conditions to remain “highly competitive” in 2014.