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Debenhams to launch in Australia and Vietnam

By Vivian Hendriksz

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Retail

UK department store group Debenhams is set on launching in Australia and Vietnam for the first time next year thanks to the help of its new overseas partners.

The group has signed a deal with Pepkor SE Asia, a subsidiary of the Steinhoff group, to offer a selection of its in-house apparel labels in Harris Scarfe prior to opening its own franchised stores in Australia. Debenhams also signed an agreement with department stores held by the VinGroup in Vietnam to offer a number of its private labels.

The news comes as Debenhams chief executive officer Michael Sharp announced his impending exit following the group's financial results for FY15. “International expansion is a key strategic priority for us. Selling our own brands outside of Debenhams offers a new leg of growth for the business and we believe that the Australian market holds a lot of potential,” said Sharp to Drapers on the expansion. “Our product range translates well and many consumers are aware of our brands and designers.”

Debenhams will also open a new, dedicated Australian website next year. The new website will exist alongside the department store group’s new international website, which is set to launch this month. The new site will offer local payment and currency options to several European markets, as well as local language options in 2016.

The department store group currently runs 248 stores in 27 countries and is visible online in over 60 countries.

Australia
Debenhams
Expansion
Michael Sharp
VIETNAM