Debenhams Reveals That Britons are Going Gaga for Afternoon tea

LONDON, November 15, 2010 - Debenhams, one of Britain's leading department stores, has reported that
'taking' afternoon tea, the epitome of British refinement, is making a
surprising come-back thanks to American pop sensation Lady Gaga.

Sales of china teacups and saucers are up to 119%, and other afternoon
tea accoutrement such as teapots (
www.debenhams.com/home-furniture/dinnerware/dinnerware-loose/coffee-teapots
), plates and cake stands are flying off the shelves since Lady Gaga
made delicate crockery her accessory of choice.

The international pop sensation was pictured drinking from a china cup
and saucer earlier this year and was bizarrely seen walking round cup and
saucer in hand wherever she went.

It was also reported that the Poker Faced singer was so attached to her
crockery that a taxi was sent on a GBP35 round trip to collect the cup and
saucer that the 'Bad Romance' singer had mistakenly left at one of London's
top hotels.

Selling over 62 different styles of cups and saucers (
www.debenhams.com/home-furniture/dinnerware/dinnerware-loose/cups-saucers
) and serving over 4.5m cups of tea a year, Debenhams wants to ensure,
that like Gaga, its customers have cup and saucer etiquette down to a tee.

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Ed Watson, spokesperson for Debenhams, said, "Lady Gaga is driving this
trend towards tea drinking, and surprisingly it seems that the American pop
eccentric knows a lot about traditional British etiquette.

"While the uneducated may feel that raising of the little finger is de
rigueur with their Darjeeling and proper with their PG, Gaga's pinkie remains
firmly aligned to her remaining digits - the correct way to take your cuppa."

To ensure that the British public is keeping pinkie fingers at bay,
Debenhams is launching a Civilised Drinking Campaign to educate customers on
the intricacies of taking tea.

Shop assistants will be asking customers in the crockery department if
they are aware of the proper manners associated with tea drinking.

'Ladette to Lady' Social & Etiquette Expert, Liz Brewer added,
"Traditionally, English afternoon tea epitomized elegance and has thankfully
returned to fashion not only as a daily ritual, but as a way of impressive
entertaining, especially for those on a limited budget!

"I'm afraid the 'pinkie' may have returned in some circles due to the
increase in tea drinking but it is in fact incorrect. Raising a pinkie is
totally unacceptable, and unkindly - it is considered a pretense to good
manners indicating the owner doesn't have any."

Ed Watson continued, "Last year we launched a Civilised Dining Campaign
after discovering that shoppers had abandoned traditional eating etiquette by
eating the majority of meals with just a fork - so it's fantastic to see
another return to traditional British manners, despite it being lead by an
unlikely ambassador."

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including women's fashion, dresses, health and beauty,
menswear, kids clothing, home, perfume gift sets (
www.debenhams.com/beauty/fragrance), party dresses (
www.debenhams.com/women/occasion-evening-wear ) and Christmas lingerie
(www.debenhams.com/christmas/lingerie-nightwear).

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.

    Press Contact:

    Carie Barkhuizen
    Debenhams PR Manager
    Debenhams
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)20-7408-3298
    www.debenhams.com/

Press Contact: Carie Barkhuizen, Debenhams PR Manager, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)20-7408-3298