Debenhams to open its biggest store in Malaysia in LOT 10 ON APRIL 2010
Thanks to Joyce from Debenhams for the press release:-
Hot on the heels of the first store, which opened at the Curve in Mutiara Damansara only eleven months ago, Debenhams have decided to open another outlet but this time right in the city centre.
With over 140 shops in the UK the Debenhams chain has been at the cutting edge of British fashion for over 200 years. In the last 15 years another 60 stores have opened across the globe and Debenhams has become internationally synonymous with high quality fashion at affordable prices. The decision to expand further here was taken after it became clear that Malaysians were very receptive to the brands‟ core principles of offering a wide range of sizes, flattering cuts and clothing that‟s not only designed to look good but last well into the bargain.
“The response to Debenhams in Malaysia since we launched the first store here last year has been absolutely phenomenal and sales have far exceeded our original projections. Given that we began operations in the midst of an economic downturn, I think that makes the results to date even more impressive and it reflects that hot-off-the-runway trends at sensible prices are always going to be an irresistible combination”, said Debenhams Malaysia Director, Andy Jackson. “We actually decided to speed up our business plan because of the positive results and feedback we were getting and began looking for a central city location about 6 months ago.”
The new store will be situated at the front entrance of the soon to be completely revamped LOT10. On over 18,000 square feet, on three interconnected levels, it will be the largest Debenhams store in Malaysia and will have the full complement of designer labels for women, men and children. The ranges from internationally acclaimed designers like; Matthew Williamson, John Rocha, Julien MacDonald, Ben de Lisi and Jasper Conran will all be showcased. Additionally, the new store will feature the ever-popular Debenhams own core brands such as Red Herring, Maine, Mantaray and Collection as well as specially selected lines of shoes, handbags and accessories.
Of particular interest, however, is that the new LOT10 store will also have a number of „first in Malaysia‟ ranges such as the much anticipated, „Principles by Ben de Lisi‟ and „Butterfly by Matthew Williamson for women‟.
“The larger store format will allow us to take an even wider range of new and exciting Debenhams designer ranges in LOT10”, said Joyce Tan, Brand Manager for Debenhams Malaysia. “We expect the customer base to be slightly different from our current suburban location and we will be catering more to those looking for long lasting office attire as well as super glamorous, va-va-voom party wear.”
On why Debenhams Malaysia chose LOT10, Jackson was confident that the new look of the complex will complement the modern fashionable image of the Debenhams brand perfectly. “Fortunately, we didn‟t have to look hard at all to find the perfect location as our search for a suitable city centre site coincided with YTLs‟ ambitious plans to rejuvenate LOT10. Once their leasing team made clear the extent and scope of the renovations as well as their plans to introduce great new brands such as Nicky Hilton, William Rast by Justin Timberlake, National Geographic, we had no hesitation in securing pole position there. We can‟t wait to bring Debenhams to the very heart of KL next year”.
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