Debenhams’ new store has a gin bar, as retailer tries to beat struggling high street
YOU will be able to sip a gin and tonic as you shop at Debenhams' newest store as it will feature a dedicated gin bar.
It will open at 11am everyday and close when the store does at 7pm on weekdays except Thursday when it will close at 9pm - so you won't be able to pop in for a late night tipple.
On Sunday it will close early at 5pm.
Debenhams' boss Sergio Bucher called the new flagship shop in Watford the "department store of the future" as it tries to overcome business troubles gripping the high street.
The retailer revealed earlier this year that it would close 10 stores and it has so far shut two, as reported by The Sun.
This year it has also cut 320 jobs and 90 jobs at its headquarters.
Now Debenhams is trying a different tactic to beat the struggling high street by offering a blow dry bar, facials, and a gin-and-tonic station at its new flagship store, which opens on Thursday, September 27 at 10am.
It's not yet clear when the gin and tonic bar will be open until each day.
There will also be massages, personal styling, posh changing rooms where you can choose your own mood lighting, and beauty makeovers.
Why is Debenhams closing some of its stores?
DEBENHAMS is trying to fight its image as a struggling business. Here's what's actually happening:
Debenhams is believed to be shutting stores because of a combination of increasing rents, business rates and the rise in online shopping.
Richard Lim of Retail Economics, told the BBC: "The harsh reality is that they are operating in one of the most challenging parts of retailing at the moment.
"Consumers are increasingly shopping online, and they are also spending more on things like holidays and the experience economy.
"The other part of the pincer movement Debenhams is facing is that they are being squeezed on costs, with things like increasing rents and business rates, and rising wage and utilities bills.
"It all means that department stores are incredibly expensive to operate."
Just a few months ago, Debenhams axed 320 jobs and while it's not currently clear which stores - out of 240 - will be closing, Sir Ian has confirmed closures are likely.
Earlier this year, it was revealed 10 stores could close nationwide, although at present, only two have shut.
Mr Bucher said the new tricks were to try to "make shopping fun again".
Debenhams will also hold X-Factor-style auditions for employees to recruit the best staff members from the food, drink, and retail industries, reports the .
The new store will also stock 25 per cent fewer products than its other stores in an attempt to improve its customer service.
At a launch event for the new store on Monday night, Mr Bucher said: "I know that we have a lot of space but if you’re able to use that space to create exciting things, to present your product better and to create destinations, I think that we can make shopping fun again."
Mr Bucher said the department store's troubles had been "exaggerated" - but the chain has been struggling this year.
Debenhams issued three profit warnings this year, which it has blamed on "increased competitor discounting and weakness in key markets".
The retailer now expects full-year pre-tax profits to come in between £35m and £40m, down from previous estimates of £50.3m.
Its troubles come months after House of Fraser, another staple UK department store chain, collapsed into administration until it was bought out by Mike Ashley, the owner of Sports Direct.
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The slump in Debenhams' profits has also sparked rumours that Sports Direct could takeover the chain, as it already owns a 29.7 per cent stake.
Mr Bucher said on Monday night that the firm was in talks with Mr Ashley to develop womenswear sports areas in some of its stores.
He also said that Debenhams is in the second year of a "turnaround" plan and that he will share details on how the business is going to turn its fortunes around when it publishes its annual results on October 25.
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