Iconic British retailer Debenhams launches its first brand campaign since its acquisition by the Boohoo Group in January 2021. The nationwide, multi-media campaign positions the nation’s most loved retailer as a digital-first department store destination for fashion, beauty and home under the new name Debenhams.com. The campaign sees the e-tailer connect with its established 18.9 million customers across digital and social platforms and will run for 8 weeks across primetime shows such as Love Island, This Morning and Celebrity Gogglebox, as well as On-Demand platforms like 4OD and ITV Player.
The advert, featuring an everyday family to reflect the wide customer audience of Debenhams.com, aims to drive both new and existing customers to the newly relaunched e-commerce site. Six models dressed in new season products arrive in a vintage branded van to deliver an abundance of Debenhams.com packages, all containing the latest in Fashion, Beauty and Home for the family. References to Debenhams’ rich heritage feature throughout – the door number (243) represents the number of years since Debenhams was established and vintage advertisements in photo frames once published by Debenhams give a nod to the brand’s beginnings.
Carol Kane, Co-founder and Executive Director said: “I’m really thrilled to see the first milestone in Debenhams.com’s journey within the Boohoo Group. We feel this first campaign sets the tone for Debenhams.com and how we see the vision for the brand developing. As we go into the summer season, I’m looking forward to seeing the in-house brands grow and find their place within the group, introducing a strong product offering supported with a confident brand DNA you can see coming through from Debenhams.com.”
