Debenhams is adding .com to its name as it reintroduces itself to customers as a digital-only retailer in its first brand campaign since being acquired by Boohoo.
The online fast fashion giant took over the Debenhams name and website in January for £55m, but elected not to take on its physical store locations. After clearing remaining stock when non-essential retail reopened in April, all 118 remaining sites closed, signalling the end of its 243 years on the high street.
The 30-second TV ad, which launches today (25 June), focuses on the online department store’s delivery credentials, as it aims to drive both new and existing customers to the recently relaunched ecommerce site.
Six models dressed in new season products arrive in a vintage branded van to deliver a series of Debenhams.com packages to an everyday family.
It also highlights the retailer’s multi-brand offering, featuring in-house fashion brands such as Principles, Red Herring and Maine New England, alongside brands from across the Boohoo Group portfolio. Beauty …