Debenhams set to launch German language website

Department store chain Debenhams said it is launching its first foreign language website in Germany as part of its international growth ambitions.

The group, which has 164 stores in the UK and Ireland and its Magasin du Nord chain in Denmark, will also now deliver to 34 further countries internationally, bringing the total to 41.

The new German site, www.debenhams.de, the first for a UK department store, is launched at a time when British companies are struggling to export to the continent as the eurozone debt crisis hits demand.

The website is entirely in German and transacts in euros.

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Simon Forster, online director at Debenhams, said: “Our mix of famous British designers and heritage products is expected to attract thousands of new customers to Debenhams.de.”

He added: “With the second largest e-commerce market in Europe after the UK, Germany has consistently been one of our top performing countries online and now German shoppers will benefit from their own bespoke website.”

Trade and Investment Minister Lord Green backed the move.

He said: “The launch of Debenhams.de shows the power of British brands and their popularity with consumers the world over.

“It will enable German shoppers easier access to unique British design-led products, boosting our exports with Europe’s largest economy.”

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The UK’s online retail market, the largest in Europe, is set to grow 13 per cent in 2012 to £77 billion, Lord Green added.

International online purchases will be delivered to shoppers’ homes within five to 14 working days with delivery fees starting from £7. It is anticipated that international delivery will extend to 67 countries this summer.

Debenhams reported a 1.4 per cent rise in pre-tax profits to £127.1m in the six months to March 3.

But the chain has warned that the second half of its year could be hit by the Queen’s Diamond Jubilee, the Olympics and the Euro 2012 football championships, which may cause people to divert spending on to barbecues, beer and televisions.

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Debenhams reported 3.1 per cent growth in like-for-like sales, excluding VAT in the 16 weeks to June 23, compared to 0.3 per cent growth in the first half of the financial year to March 3.

In its last trading update, the retailer was more positive about the impact of summer events.

The chain said the boost to sales was driven by higher footfall during key events such as Easter, Mother’s Day, the Diamond Jubilee and pay days.

Debenhams has completed the refurbishment of nine stores, including Middlesbrough and Harrogate, and has started modernising work on nine more, including its store in Hull.

It also plans to open a new store in Bradford.