Debenhams online sales surge 46%

British department store Debenhams said its online sales surged three times faster than the market rate in the six months to March 2. 

Sales rose 46.2 per cent to £194.4 million beating market growth of around 13 per cent. The department store said it used online market data from research firm Kantar to compare to its own. 

Multi-channel sales in the period were 12.7 per cent of total sales. That compares to 9.3 per cent in the full-year to September and 6.8 per cent in the year to September 2011. The group said its 'medium-term' target is £600 million - about a quarter of its current sales. 

The Office of National Statistics will release detailed data today on the UK retail sector and sales via the internet. 

Debenhams said in the statement: 'We are working to improve the efficiency of our online activities. The ability to offer next day delivery to home in time for Christmas 2013 will enable us to grow sales and recover more of our delivery costs.'

Purple snake print swimsuit by Debenhams
designer Matthew Williamson £42

Debenhams said the majority of its ecommerce fulfillment is now in-house following the ending of the Ventura contract at the end of March 2013. 

The retailer said it is now the eleventh biggest online retailer in the UK by traffic volume. 

Total sales at the store increased 3.6 per cent to £1.26 billion. Group like-for-like sales increased 3.1 per cent. However, it said pre-tax profit fell 5.4 per cent to £120.3 as it struggled against cold weather and snow in January. Debenhams issued a profit warning last month.

Tags: Debenhams, Office of National Statistics, ecommerce, department store, online shopping, internet sales, Kantar