Make a note, your new favourite shopping destination has arrived in Melbourne! This month, Melbourne welcomes one of UK’s most iconic retailers, Debenhams in the new luxury precinct St. Collins Lane.
The store features a stunning layout spread across two storeys and is uniquely fit to facilitate a great instore experience for customers. This deliberate choice of design aims to foster lifestyle habits authentic to Melbourne culture and is one of the few unconventional shifts that distinguish Debenhams to traditional retail departments.
Those who visit can expect to see the roots of British design cultivated through over 20 years of history, as the retailer features an exclusive portfolio of designers including J by Jasper Conran, Star by Julien Macdonald, Nine by Savannah Miller, Butterfly by Matthew Williamson and Kate Middleton favourite, No. 1 Jenny Packham.
The store will also offer an extensive curated collection of mens and womens apparel, sleepwear and intimates, athleisure, accessories and homewares, along with established beauty and fragrance brands including the likes of MAC, Tom Ford, Bobbi Brown, Gucci, Chloe and Valentino.
Customers will also have the ability to access in-store services such as Debenhams Style Suite, beauty rooms, café and mobile POS – all of which are complemented by the new and exciting Debenhams mobile app, launched in conjunction with the store.
This approach to digital innovation allows shoppers to earn rewards, book styling and beauty consultations and from November onwards, scan products in-house for more information about each item’s stock and size availability. Customers will also have the ability to share a wishlist of items, enabling the experience of sharing favourite awaited pieces with family and friends as soon as they arrive in store.
The company’s general manager Christine Proctor says that Debenhams St. Collins is a new destination for the contemporary customer, in Melbourne’s traditional home of fashion and beauty.
“We have a track record of getting retail right – Debenhams St. Collins Lane is not a traditional department store, and we are confident in this new offering in a popular area of the Melbourne CBD.”
Debenhams St. Collins Lane is set to open at 10am on Tuesday 24th October and will be an addition to Debenhams stores across 28 countries worldwide. Trading hours will be in line with CBD trading hours.