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Published
Sep 5, 2012
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Debenhams gets a foot in the door to Russia

Published
Sep 5, 2012

The British department store launched its expansion strategy in the Russian market with the opening of its first store in Moscow through its local partner Debruss. The group says its aims to double its international business in the next five years.


Debenhams opens its doors in one of the Mega shopping centers, operated by IKEA in Moscow. Image, Mega


Debenhams’ world map now has a map pin in Russia. The British chain of department stores with operations in 25 countries has opened its doors in Moscow via the Debruss company, led by Nick Hill, a specialist in Moscow retail.

For its 70th international opening, the department store chain will operate in a 35,000 sq ft store on the second floor of the Mega Belaya Dacha shopping center in the southeast of the Russian capital. On offer are some very British, all new lines such as Butterfly by Matthew Williamson, H! by Henry Holland, Rocha by John Rocha and J by Jasper Conran. Other stores in the Ikea-operated complex include Marks & Spencer, H & M, Topshop, brands of the Inditex group and the Gap.

“We have big plans for future growth,” said Francis McAuley, international director for Debenhams. “This will be the first of many Debenhams stores in the country with a further eight already in the pipeline.” 

The company intends to establish itself firmly in the Russian market, which it sees as the most important in Europe for 2013/2014. Such a plan is part of Debenhams’ strategy to double its international business by 2015.

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