Debenhams Reveals British Tourists are Marking Their Territory on the Beach

LONDON, June 28, 2011 -

Debenhams, the high street store, has revealed that super-sized
beach towels, able to occupy extra room on crowded shores and sun
loungers are soaring in popularity.

Customers are using them to mark out more territory during
holidays, providing a better defence against incursions from rival
tourists fighting for space in the most popular resorts.

The new href="www.debenhams.com/home-furniture/towels">towels
are up to 65 per cent bigger than normal, and designed using
distinctive, bold, bright colours, making it obvious that the space
is already occupied, even when the owner isn’t there.

Debenhams spokeswoman, Michelle Dowdall, said: “We’re calling it
The Churchill Factor. British tourists have never forgotten his war
time rallying call.

“They’re more determined than ever to ‘fight them on the
beaches’ but this time they’re doing so using an entirely new
Maximum Occupation technique.”

Just two of these href="www.debenhams.com/home-furniture/towels/beach-towels">beach
towels, side by side, will occupy and block off more space than
three normal sized towels did in the past. This means that a family
of four British tourists, each armed with a super-sized towel,
is now able to mark out up almost two thirds more prized beach side
territory than before, putting competitors at a distinct
disadvantage.

Applied on a national scale, it means that British tourists
could be occupying up to 65 per cent more room on many of the best
holiday beaches across the world this year.

Michelle Dowdall continued: “We don’t believe that rival
tourists will take the introduction of bigger British beach towels
lying down. It’s bound to spark the equivalent of an arms race in
the beach towel industry, with a trend towards even bigger more
vibrant models. However, none of this should create any extra
tension during the family break. Experts tell us that the main
reason for arguments on the beach is the lack of space between
rival factions.

“Bigger towels will ensure that each holiday maker has greater
personal space. They will be a force for peace rather than
conflict.

“The key, as always, will be to get to prized areas early.”

Sales are increasing an average of 10% week on week, as families
get set for their summer holidays.

The supersized towels measure 180cm by 90cm. Until now, beach
towels have measures just 150cm by 70cm - a 65 per cent
difference.    

About Debenhams:

Debenhams is a leading department stores group with a strong
presence in key product categories including womenswear such as href="www.debenhams.com/men/accessories/sunglasses">sunglasses,
mens fashion, childrenswear, home and health and beauty.

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

Debenhams operates 161 stores in the UK and Republic of Ireland.
Debenhams also has 61 international franchise stores in 24
countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders,
Jonathan Kelsey, Roksanda Ilincic, 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.

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

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