Debenhams Grows Online Share With 46.2% Sales Rise

Department store Debenhams has increased its online market share after growth in sales over the internet rose at three times the market rate.

The chain said this morning that online sales increased 46.2 per cent in the year to August 31. Debenhams said that compared to an increase of 14.4 per cent in fashion sales in the 24 weeks to August, according to Kantar Worldpanel.

Mobile revenue surged 128 per cent after visits increased 72 per cent. Total online market share increased 0.5 percentage points to 3.7 per cent of the market.

But chief executive Michael Sharp said that, despite online growth, he did not believe a consumer recovery was imminent.

'Looking forward, we are confident in our strategy but are not expecting any rapid recovery in consumer sentiment and the marketplace remains highly competitive,' he said.

Group like-for-like increased 2 per cent. Sharp said of the overall performance: 'We have succeeded in growing both like-for-like sales and market share in a competitive market where consumers’ disposable income remains under pressure. I am particularly pleased with the growth of our online business.'

'While the return to more seasonal weather conditions over the summer has been helpful, the main factor behind this performance has been the relentless focus of everyone at Debenhams on implementing the four pillars of our strategy to create a leading international, multi-channel brand,' he said.