The UK-based department store chain, Debenhams, has recently unveiled a new brand identity and a series of store modernisations to be called ‘Debenhams Redesigned,’ launching this year in autumn, along with a new logo that has come in nearly after 20 years for the British brand. Notably, the new branding of the company will be initially launched online and later in selected locations such as Reading, Cambridge, Leicester, and Sheffield, where the transformation has been going on for months, targeting to include parts of its award-winning Stevenage store across its estate.

Sergio Bucher, CEO, Debenhams emphasised that the reinvention strategy by the company is a step towards enhancing the shopping experience of its customers. “We have already made a significant improvement to our outlets and are constantly trying to better our offerings and want to show the world that we are changing, to increase the footfall in our stores,” Sergio added. The re-brand move has come amidst the cost-cutting measures the British retailer is taking to tackle the continuous decline of sales at the stores.

Earlier this year, the company announced to shutter 10 of its exclusive stores after witnessing a decline in sales. While Last month, it started redundancy talks with hundreds of its employees, in a process that is expected to result in about 90 of them losing their respective jobs across its fashion and home departments. Reportedly, the revenues for this year are expected to go down from £ 50.3 million to between £ 35 and £ 40 million and to counter this scenario, the store cut down over 300 management roles at the start of this year.