Debenhams opens first Sharjah store

The first Debenhams store in Sharjah was opened yesterday at the new Sahara Centre by Peter Jarvis, chairman of Debenhams, and Mohammed Alshaya, chief executive of Alshaya Co, its Middle East franchisee.

Debenhams is one among a number of Alshaya Co outlets at the complex. The others are Next, Mothercare, River Island, Motivi, Claire's Accessories, Milano, MAC, Starbucks and Etam.

The company's investment is Dh50 million, Alshaya said.

"We opened more than 170 stores in the Middle East last year, in the process charting a 30 per cent growth in the number of our outlets, with the total now standing at more than 420. We are looking to expand even further in the coming year."

The Sahara Centre outlet is the sixth Debenhams store to open in the Gulf, with the others in Dubai, Kuwait, Qatar, Riyadh and Bahrain.

The latest outlet, at 4,500 square feet, is the biggest store in the mall, with a wide product range catering to the entire family, said Abdulrahman Bukhatir, partner of Sahara Centre.

"Debenhams will play an important role in attracting thousands of shoppers from Sharjah and other emirates to our centre."

Jarvis added that shoppers would be offered a mix of designer and higher street fashion, beauty products, children's clothing, footwear and homeware.

"The pricing strategy is really with our partners, who know the local trends and requirements, although we can offer advice. But we would be very concerned if the price strategy is manipulated."

He dismissed suggestions that Debenhams is seeking to expand abroad because several British retailers were facing difficult domestic conditions.

"Even today our domestic sales constitute over 90 per cent of total turnover; four years ago it was 100 per cent. We are looking to expand abroad out of strength, introducing brands we own that have international appeal - and the proportion of sales in our own brands is growing," he said.

He added that Debenhams was known as Britain's favourite department store.

The store will have a range of designer clothes and homeware under the label 'Designers by Debenhams', with the line including fashion by Jasper Conrad, John Rocha, Pierce Fionda, Edina Ronay, Ben de Lisi, Lulu Guinness and Maria Grachvogel.