Debenhams Launches Ultimate App for Shoppers on the Move

LONDON, October 12, 2010 - Debenhams has announced the launch of the ultimate app for the
professional shopper.

Time-poor consumers can now shop with Debenhams directly from
their mobile whether on the morning commute or waiting for friends at the
pub.

Even the Saturday shopping excursion is transformed by the
Debenhams mobile app (
www.debenhams.com/webapp/wcs/stores/servlet/category_10001_10001_157103_-1)
, saving customers both time and money. The innovative 'Barcode
Scanner', the first by a high street retailer, uses the phone's camera to
snap product barcodes, automatically checking pricing and reviews. Buying via
the app avoids queuing and means products can also be saved for a post-payday
splurge.

Simon Forster, Online Trading Director for Debenhams said:
"This is the app that every shopper has yearned for. Acting as a pocket
personal shopper, downloading the Debenhams app means that getting lost, not
being able to find your size and having to carry heavy bags home are pitfalls
of shopping trips past.

"The ultimate shopping companion whether at home, on the bus
or pounding the pavements, this is the app that could put Trinny and Susannah
out of business."

Customers no longer have to scroll endlessly through reams of
products online. The app's personalised 'My Debenhams' tab narrows down the
selection of items displayed by type, brand, colour, price and size.

The 'Wish List' and 'Gift List' features have been designed to
help shoppers cope with their shopping, particularly in the run-up to
Christmas. Savvy users can email friends and family with their very own wish
list of gifts (www.debenhams.com/gifts-toys) created by scanning
products in store or selecting via the app.

They can also organise their own shopping by using the gift
list tab to allocate products to friends and family in their address book.

To help locate that perfect gift, the app will also feature a
'Christmas' section, identifying gifts for her and for him to solve even the
most difficult to-buy-for conundrums.

Forster added: "Come Christmas, the Debenhams app will
transform the on-the-go shopping experience, enabling customers to manage
their purchases wherever and whenever they want at the busiest time of the
year."

'Store Finder' is the shopping sat-nav, using GPS technology
to help customers navigate the high street, locating their nearest Debenhams
store as well as linking to Google maps to provide directions. Store contact
details, opening hours, facilities and a floor guide are also available.

Debenhams is exploring further mobile developments for the
near future.

About the app:

The fully transactional Debenhams app can be downloaded for
free for the iPhone and iPod Touch from the App Store now. It was developed
in conjunction with No Need for Mirrors.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear (including evening dresses
(www.debenhams.com/women/occasion-evening-wear) and coast dresses
(www.debenhams.com/webapp/wcs/stores/servlet/Navigate?storeId=10001&lid=%2F%2Fproductsuniverse%2Fen_GB%2Fproduct_online%3DY%2Fcategories%3C%7bproductsuniverse_18661%7d%2Fcategories%3C%7bproductsuniverse_18661_17627%7d%2Fbrand_description%3E%7bcoast%7d&catalogId=)
) menswear, childrenswear, home 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
(www.debenhams.com/webapp/wcs/stores/servlet/category_10001_10001_162101_-1).

Designers at Debenhams include Ted Baker, Jeff Banks, Jasper
Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de
Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet
Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

(Due to the length of some of the above URLs, it may be necessary to copy
and paste the hyperlinks into your Internet browser's URL address field.
Remove the space if one exists.)

    PR Contact:

    Ruth Attridge
    PR Manager - Menswear, Beauty, International & Retail Services

    Debenhams
    33 Wigmore Street
    London
    W1U 1QX

    +44(0)207-529-0172

    www.debenhams.com

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