The Franchise Magazine:
Debenhams International has been having so much success exporting its business model by franchising, it now has 69 stores spanning 25 markets, including the Middle East, Mediterranean, Eastern Europe, Scandinavia and Asia, which generate a retail turnover in excess of £375 million.
Derihon Coquard, Debenhams’ International Business Development Manager, says: “Our unique franchise proposition has established core and designer private label brands across fashion and home categories at high street prices. This, coupled with the highest levels of customer service, strong promotional calendar and enhanced visual displays, provides a globally superior department store experience.”
One of the keys to the success of the Debenhams International franchise opportunity has been the flexibility it allows its Master Franchise Owners,regarding the size of its stores, which can range from 15,000 sq.ft. to 130,000 sq.ft., according to local market conditions.
“Our product ranging is filtered so that it is fully applicable to the local market,” explains Derihon. “All of this is captured under the corporate guidelines of the Debenhams fascia, which is instantly recognised whether you see our stores in London, Dublin, Dubai, Istanbul, Jakarta or Mumbai.”