Debenhams has designs on Germany

By DOMINIC JEFF
Published on 09/07/2012 00:00

Department store chain Debenhams is launching its first foreign language website, targeting Germans in their own tongue as it steps up plans to expand internationally.

It has also announced the extension of its international delivery service to 34 more countries, bringing the total to 41.

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 that Germany has consistently been one of the firm’s top performing countries for online sales.

The group, which has 164 stores in the UK and Ireland and also owns the Magasin du Nord chain in Denmark, said it anticipates that international delivery will extend to 67 countries this summer.

The German site is the first for a UK department store and is launched at a time when British companies are struggling to export to the Continent as the eurozone debt crisis hits ­demand.