Debenhams opens flagship store in Stevenage

By

Barbara Santamaria

Published
Aug 25, 2017

Debenhams has opened the doors of a new flagship store in Stevenage, marking the first store to open under chief executive Sergio Bucher’s leadership.

Located in Roaring Meg Retail and Leisure Park, the new 80,000 sq ft store showcases Debenhams’ fashion, home and beauty departments across two floors. The site has also three concessions with Nando’s, Costa Coffee and Patisserie Valerie as part of the scheme.

The Stevenage flagship store was opened by fashion designer Julien Macdonald, who sells his range Star by Julien Macdonald exclusively at Debenhams.

When Sergio Bucher joined Debenhams in 2016, he vowed to overhaul the retail chain’s significant store estate in a bid to lure shoppers back to its stores. He has since then unveiled a strategic vision for the future growth of the department store group, with a focus on making its stores a more enjoyable destination and a place for ‘social shopping’.

Part of this vision is to include more places to eat, as evidenced by the addition of three food stores in the new Stevenage shop.

The department store also features a Virgin Holidays store and employs a team of 80 ‘customer service superstars’.