Department store group Debenhams has added specialist up-and-coming homewares designers to its stable as it aims to differentiate itself from rivals including John Lewis.
Debenhams divisional director, home, Steve Lightfoot said: “Homewares is a competitive area. The market has been quite static, but customers are willing to spend if products are fashionable. We’re focusing on trend-led items to drive impulse buys.
“We don’t want to go head-to-head with John Lewis, we want to offer something different.”
Homewares designers including Ashley Thomas, Carol Lake and Yukari Sweeney will create exclusive products for Debenhams under its designer umbrella brand Edition.
The retailer has devoted 17,750 sq ft of space across 100 stores to the home range, focusing on accessories and wall art.
Edition is part of the department store’s Designers at Debenhams range, which chief executive Michael Sharp said was the cornerstone of its growth strategy last year.
Debenhams has an established homewares offer, but until now it has focused on fashion designers such as Matthew Williamson extending their offer into the category.