“It's time to bring our valued loyal customers into the loop.
“Debenhams Australia will be departing Melbourne in the New Year.”
This is the email Debenhams issued to its customers late yesterday afternoon.
The iconic British department store, operated locally by Greenlit Brands, entered into administration in the UK in April.
It said it would close and sell 50 of its 241 stores to pay off lenders.
Debenhams has commenced its last winter stocktake clearance in Australia.
“Your loyalty rewards remain valid and will buy you even more as our discounts get bigger and better,” Debenhams told customers.
It will offer up to 50% off goods, with a Wallis military coat down to $79 and an Oasis boatneck knit down to $29.
Debenhams took aim at Australian department stores when it entered the market in 2017.
Its local MD at the time, Graham Dean, said Debenhams would challenge retailers such as Myer and David Jones.
He said the St Collins Lane site, split across two storeys and 3600sqm, was a new concept specifically developed for the Australian market.
“Debenhams St Collins Lane is not a traditional department store – it is a new destination for the contemporary customer in Australia,” Dean said
“Our research shows that a Debenhams customer wants to not only enjoy the latest seasonal trends, but find the right item at the right time, and always have our store at their fingertips.
“They are also frustrated by traditional department stores with limited assistance on the floor, confusing layouts and unnecessary waiting times.
“We will complement world-class service and in-store services such as a style suite, beauty rooms, mobile POS and a café, with a new Debenhams Australia mobile app that will provide a better experience and ensure we are always there, where-ever and whenever our customers need us.”
The department store is set to shutter its doors here in 2020.