Debenhams Goes Digital With the Launch of Debenhams.ie

LONDON, November 5, 2010 - Debenhams has announced the launch of Debenhams.ie, the retailer's new
Irish online store. The new virtual department store marks an exciting
development for fashionistas and shopaholics around the country, bringing the
entire Debenhams product range right to everyone's doorstep.

For the first time, favourite 'Designer at Debenhams' brands are now
available to Irish customers online with fashion from Rocha.John Rocha, H by
Henry Holland, Butterfly by Matthew Williamson, J by Jasper Conran, Betty
Jackson.Black, Star by Julien Macdonald and Principles by Ben De Lisi.

Debenhams.ie has been much anticipated among Ireland's fashion lovers,
with the online site offering a host of Debenhams brands not available in all
stores. Designer children's brands include Junior J by Jasper Conran,
Rocha.little Rocha, as well as Debenhams' own label BlueZoo, ensuring
children all over Ireland are right on trend this autumn/winter.

Budding interior designers are catered for with homeware ranges including
Butterfly Home by Matthew Williamson; a collection that embodies Williamson's
own interior décor style featuring bright textiles and interesting patterns,
House and Home by Lisa Stickley; a charming, contemporary range, and BDL by
Ben De Lisi, using De Lisi's own home and French bulldogs as inspiration.

Cosmetic favourites Chanel, Dior, Clinique, Clarins, Bare Minerals and
the exclusive Smashbox amongst others will now be available to grooming gods
and goddesses from Galway to Gorey, courtesy of Debenhams.ie. Debenhams
Beauty Club members will be able to collect points on all online beauty
(www.debenhams.ie/webapp/wcs/stores/servlet/fhSearch?categoryId=59001&fh_location=//productsuniverse/en_GB/categories%3C%7bproductsuniverse_59001%7d&storeId=10052&catalogId=10001&isSubCatURL=0)
and fragrance purchases.

Debenhams' Sales director for Ireland, Chris Paton commented: "Thousands
of products are now available to thousands of new customers throughout
Ireland. We know Ireland is leading the way when it comes to dot com and our
ROI move further underlines our love of online. We are excited about bringing
our unique designer mix to more people in Ireland than ever before".

The High Street retailer is also offering free delivery until Sunday 21st
November to get shoppers clicking straight away. Following this special
offer, the delivery cost for all purchases will be set at EUR5, regardless of
the size of the purchase.

To make shopping online with Debenhams Ireland (
www.debenhams.ie/webapp/wcs/stores/servlet/TopCategories1_10052_10001_-1)
hassle-free, customers can return online stock in store as well as via
the website. Shoppers will benefit from their own account that keeps track of
previously viewed items, suggests other relevant products and a weekly mailer
highlighting the latest offers and events in store and online.

Note to Editors:

About Debenhams (www.debenhams.ie/):
Debenhams is a leading department stores group with a strong presence in key
product categories including womens fashion (
www.debenhams.ie/webapp/wcs/stores/servlet/fhSearch?categoryId=18661&fh_location=//productsuniverse/en_GB/categories%3C%7bproductsuniverse_18661%7d&storeId=10052&catalogId=10001&isSubCatURL=0),
dresses (www.debenhams.ie/webapp/wcs/stores/servlet/fhSearch?categoryId=17627&fh_location=//productsuniverse/en_GB/categories%3C%7bproductsuniverse_18661%7d/categories%3C%7bproductsuniverse_18661_17627%7d&storeId=10052&catalogId=10001&isSubCatURL=1),
menswear, kids clothing, home, perfume gifts and health and
beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 167 stores in the UK, Republic of Ireland and Denmark,
comprising 154 full department stores and 13 Desire by Debenhams stores,
which is a small store concept featuring an edited product range. Debenhams
also has 60 international franchise stores in 23 countries. Debenhams online
store can be found at Debenhams.com, where shoppers can find out all about
the latest products to reach Debenhams's via Debenhams TV.

    For further information or to request imagery:

    Ruth Attridge
    PR Manager
    Menswear, Beauty, International & Retail Services
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)207-529-0172

For further information or to request imagery: Ruth Attridge, PR Manager, Menswear, Beauty, International & Retail Services, Debenhams, 33 Wigmore Street, London, W1U 1QX. +44(0)207-529-0172.