Debenhams Launches its First Ever Interactive TV Channel

By Debenhams, PRNE
Tuesday, October 26, 2010

LONDON, October 27, 2010 - Debenhams has announced the launch of its first ever interactive TV
channel, Debenhams TV which it expects will become the destination for
shoppers and online browsers looking for easy to digest, friendly style and
shopping advice and purchases.

The new station is expected to win an estimated 1.5 million views in its
first week, making it one of the most watched channels in the UK virtually
overnight, giving Adrian Chiles and Christine Bleakley a run for their money.

The channel will provide a fresh alternative to the traditional 'browse
and buy' online shopping experience and TV already on retailer websites, and
will also offer exclusive behind-the-scenes footage and interviews from photo
shoots, fashion shows and launches.

For the first time, Debenhams is lifting the lid on its head office and
the people behind the brand; with experts from women's fashion
(, lingerie, men's clothing ( and accessories naming their pick of products
and how to make these work for the season. There are also plans for personal
shoppers and celebrity stylists to give online workshops on how to pick
outfits which make the most of your appearance when attending job interviews,
weddings, parties and other special occasions.

Launch content focuses on key seasonal dilemmas such as what bra size
your wife might be, or what the perfect gift for her at Christmas is. With
this useful 'how to' narrative, the channel aims to attract the attention of
other consumers that might not be on through interest generated
by social media.

Said Debenhams online trading director, Simon Forster: "Our online TV
channel is a brilliant way for our customers to get style and beauty advice,
see the latest fashions and just be entertained. You can see it on our
website, through our iPhone app, on Youtube and coming soon - in our stores."

The new channel, Debenhams TV (,
will have interviews with top designers such as Ben de Lisi, Henry
and Matthew Williamson, plus fashion advice from top industry

Menswear shows feature exclusive footage from the launch of Debenhams
latest brand, FFP. Take a peek as British boxers Kevin Mitchell and Frankie
, the faces of the brand, guide customers through their favourite pieces
and talk about their boxing victories.

The beauty channel includes easy to replicate, step-by-step make up
lessons from industry experts, plus a detailed guide on what to buy to get
the look.

Customers can purchase any product that takes their fancy at the click of
a mouse, buy taking advantage of the click-to-buy feature as they watch.

Debenhams TV will be available on to launch, with plans to
stream live in store in the future.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including women's wear, 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, where shoppers can find
out all about the latest products to reach Debenhams's via Debenhams TV.

    PR Contact:
    Michelle Dowdall
    PR Manager - Lingerie, Childrenswear and Home
    33 Wigmore Street
    W1U 1QX
    (+44(0)20-7529-0449) 66449

To download free high res images visit

PR Contact: Michelle Dowdall, PR Manager - Lingerie, Childrenswear and Home, Debenhams
33 Wigmore Street, London, W1U 1QX, (+44(0)20-7529-0449) 66449

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