Debenhams' flat results are a reflection of the times

Debenhams posts total sales increase of 1 per cent with flat LFL sales.

If anything, the flat results from Debenhams underline the choppy nature of the current trading environment which continues to be buffeted around by the vagaries of the British weather. Against this backdrop it has been challenging for many retailers, and especially those exposed to fashion, to generate consistent uplifts in trade.

There is an argument, however, that the traditional tactic of discounting to sell through "unseasonal" stock is a less potent weapon for Debenhams during this time than it is for other players, if only because Debenhams’ promotional activity is so ubiquitous throughout the year.

That noted, Debenhams overall sales were nudged into positive territory largely thanks to the strength of its spring and summer collections. These were allied with a strong marketing campaign showcasing its various designers and  a variety of ‘hero’ products, such as an ombre snake print maxi dress from Butterfly by Matthew Williamson.

Product innovation across its range of exclusive brands is one of Debenhams’ key strengths and has undoubtedly helped it to grab market share across a number of categories. Looking ahead, we are encouraged by the pipeline for new range development which includes the signing of tailor Patrick Grant who will launch a new menswear range, Hammond & Co, in AW13.

Another area of strength for Debenhams is its multichannel proposition. Across the period online sales grew by 40 per cent with mobile visits growing exponentially. Investment in the service, which will enable premium next day delivery by September, will enable further growth and comes just in time for the crucial Christmas trading period.

We remain positive about international expansion, especially on the franchise front where store opening remains strong into 2014. This, allied with Debenhams’ multichannel proposition, provides a very opportunity for future growth.

Photograph: Getty Images

 Managing Director of Conlumino

Photo: André Spicer
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“It’s scary to do it again”: the five-year-old fined £150 for running a lemonade stand

Enforcement officers penalised a child selling home-made lemonade in the street. Her father tells the full story. 

It was a lively Saturday afternoon in east London’s Mile End. Groups of people streamed through residential streets on their way to a music festival in the local park; booming bass could be heard from the surrounding houses.

One five-year-old girl who lived in the area had an idea. She had been to her school’s summer fête recently and looked longingly at the stalls. She loved the idea of setting up her own stall, and today was a good day for it.

“She eventually came round to the idea of selling lemonade,” her father André Spicer tells me. So he and his daughter went to their local shop to buy some lemons. They mixed a few jugs of lemonade, the girl made a fetching A4 sign with some lemons drawn on it – 50p for a small cup, £1 for a large – and they carried a table from home to the end of their road. 

“People suddenly started coming up and buying stuff, pretty quickly, and they were very happy,” Spicer recalls. “People looked overjoyed at this cute little girl on the side of the road – community feel and all that sort of stuff.”

But the heart-warming scene was soon interrupted. After about half an hour of what Spicer describes as “brisk” trade – his daughter’s recipe secret was some mint and a little bit of cucumber, for a “bit of a British touch” – four enforcement officers came striding up to the stand.

Three were in uniform, and one was in plain clothes. One uniformed officer turned the camera on his vest on, and began reciting a legal script at the weeping five-year-old.

“You’re trading without a licence, pursuant to x, y, z act and blah dah dah dah, really going through a script,” Spicer tells me, saying they showed no compassion for his daughter. “This is my job, I’m doing it and that’s it, basically.”

The girl burst into tears the moment they arrived.

“Officials have some degree of intimidation. I’m a grown adult, so I wasn’t super intimidated, but I was a bit shocked,” says Spicer. “But my daughter was intimidated. She started crying straight away.”

As they continued to recite their legalese, her father picked her up to try to comfort her – but that didn’t stop the officers giving her stall a £150 fine and handing them a penalty notice. “TRADING WITHOUT LICENCE,” it screamed.


Picture: André Spicer

“She was crying and repeating, ‘I’ve done a bad thing’,” says Spicer. “As we walked home, I had to try and convince her that it wasn’t her, it wasn’t her fault. It wasn’t her who had done something bad.”

She cried all the way home, and it wasn’t until she watched her favourite film, Brave, that she calmed down. It was then that Spicer suggested next time they would “do it all correctly”, get a permit, and set up another stand.

“No, I don’t want to, it’s a bit scary to do it again,” she replied. Her father hopes that “she’ll be able to get over it”, and that her enterprising spirit will return.

The Council has since apologised and cancelled the fine, and called on its officials to “show common sense and to use their powers sensibly”.

But Spicer felt “there’s a bigger principle here”, and wrote a piece for the Telegraph arguing that children in modern Britain are too restricted.

He would “absolutely” encourage his daughter to set up another stall, and “I’d encourage other people to go and do it as well. It’s a great way to spend a bit of time with the kids in the holidays, and they might learn something.”

A fitting reminder of the great life lesson: when life gives you a fixed penalty notice, make lemonade.

Anoosh Chakelian is senior writer at the New Statesman.