Debenhams says website redevelopment significant

UK retail chain Debenhams has said that the redevelopment of its website is a significant move and will help to push sales through its online portal.

The firm's CEO, Rob Templeman, said in an interview that the Debenhams' online presence would soon represent the chain's highest percentage of sales.

He told ComputerWeekly there had been "significant investment in our online store" adding "it [the website] will soon become our largest store".

Sales at the Debenhams website have risen by 51 per cent to circa £30 million since the online re-launch.

The retail chain said the web redevelopment was helping it focus on improving sales and brand influence in parts of the UK not served by one of its 141 stores.

Mr Templeman added: "[The online portal] brings our product ranges to a larger audience and allows the development of niche micro-sites such as Health & Beauty.

"As a result, the number of orders received has risen substantially and gross transaction value has increased by 32 per cent over last year."

Figures from Forrester released earlier this week suggest that UK shoppers are set to spend around £14 billion at online stores in the run-up to the Christmas retail spike.