Debenhams enjoys best ever Christmas sales

Like-for-like sales rose five per cent during the five weeks ending January 5th.
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Department store chain Debenhams has enjoyed record sales for December.

Like-for-like sales increased 2.9 per cent during the 18 weeks ending January 5th, 2013, while sales during the five weeks to January 5th rise five per cent.

Online sales were ahead of expectations for the 18 weeks ending January 5th, accounting for 12.6 per cent of overall sales, with a rise of 39 per cent.

Debenhams, which has 155 UK stores, launched its first Christmas brand advertising campaign for six years, which ran throughout 2012's peak trading period.

A statement read: "This was well received by customers and reinforced the exclusivity and diversity of our product ranges and established Debenhams as a key destination for gifting, especially in categories such as womenswear, beauty, accessories and lingerie."

Michael Sharp, Chief Executive of Debenhams, said: "I am pleased with our performance in the first four months of our financial year. The trading environment was extremely challenging but we focused on meeting the needs of our customers and executing the four pillars of our strategy. 

"I would like to thank the whole of the Debenhams team for their tremendous efforts in delivering this performance.

“We continue to believe that whilst consumers have become acclimatised to the new economic reality, we don’t anticipate a significant change in consumer confidence in the remainder of the year. 

"We remain committed to prudent investment in key areas of the business to deliver long-term sustainable growth as well as driving shareholder value."

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