Debenhams Online Boss Starts As Multichannel Sales Find Their Pace

Former Argos ecommerce chief Ross Clemmow has arrived at Debenhams to what is fast becoming one of the biggest jobs in UK online retailing.

Clemmow was appointed in March and, after more than three months gardening leave, this month took his position as divisional trading director ecommerce. He takes over from Simon Forster who left to take the role of multichannel director at luxury department store Selfridges.

Debenhams chief executive Michael Sharp has emphasised the importance of online selling in a 'challenging a competitive' first half. 

The chain has increased market share and group like-for-like sales increased 3.1 per cent in the first half to March 2. But margins fell and spending at stores is falling despite the success of its ecommerce business this year.

Multichannel sales at Debenhams have exceeded last year's rate of growth rising at 43.9 per cent. Even if that slows amid the heatwave to merely match last year's 39.8 per cent, total multichannel sale sales will still top £350 million this year - from 1.1 per cent of sales five years ago to around 13 per cent today.


Debenhams is planning to launch a premium delivery service in September but must still be watching its smaller rival House of Fraser claiming all the industry glory will a rapid fire succession of delivery choices.

In the next few weeks House of Fraser will launch the latest stage in its online strategy allowing customers to order as late as midnight and receive goods between 6pm and 10pm the next day for £6.

The new 7-day service will also allow shoppers to order before 11am and collect in store the same day after 5pm.

As we've said elsewhere, in the past three of four years middle market department stores including Marks & Spencer have also finally and meaningfully woken up to the possibilities - and the necessity - of online sales.

Debenhams is one such retailer, who, like Marks & Spencer has its own problems to contend with - some of which extend back to its period of ownership under private equity.

The puzzle for Clemmow will be to match or exceed his rival's tactics while leveraging Debenhams unique selling points, mainly the Designers ranges. But he has an opportunity to help move the business forward. To use the opportunity of online growth and also to feedback to direct and inform strategy as the department store moves to greet new, perhaps younger, audiences.