Debenhams gears up to open its first Russian store

By SCOTT REID
Published on 27/08/2012 00:00

Department store chain Debenhams will open its first outlet in Russia this coming weekend, marking a key step in its international expansion drive.

Confirming the move yesterday, the British group said it had “big plans” to roll out further stores in Europe’s second biggest retail market after sales in 2011 of some £400 billion.

Debenhams, which already has 70 franchised stores in 26 countries, will open the 35,000 square foot shop – about half the size of a football pitch – in Moscow’s Mega Belaya Dacha shopping centre via its franchise partner, Debruss. The mall is owned by furniture giant Ikea’s Russian shopping centres arm.

The new store will showcase beauty and cosmetics ranges, home products and the group’s exclusive Designers at Debenhams fashion line-up.

Russia has a population of about 142 million and a fast-growing middle class. It is on track to become Europe’s biggest retail market by 2013-14.

Debenhams’ international director, Francis McAuley, said: “Russia is a key market. With an annual footfall of 70 million, Mega Belaya Dacha is the perfect spot for our first opening.

“Debenhams will be one of the first retailers to offer a full range of fashion, cosmetics, accessories, lingerie and homeware in one store and the product and prices will appeal to the vast majority of Russian consumers.

“And we have big plans for future growth; this will be the first of many Debenhams stores in the country with a further eight already in the pipeline.”

Nick Hill, chief executive of Debruss, said: “We are delighted to be bringing Debenhams, this great British department store brand, to the Russian market and we are very excited to be locating our first store in such a great mall as Mega Belaya Dacha with its proven record.”