UK department store Debenhams has launched its first Australian marketing campaign alongside its localised ecommerce business.
The Australian market now accounts for around a third of its international sales since the site launched achieving 12% in sales growth throughout the last financial year.
33% of total sales within Australia come from Debenhams unique designers.
To hone in on the growing market, Debenhams will now feature over 25,000 products on the site listing Australian prices and Australian and UK sizing.
In addition, the site will also stream seasonally relevant content tailored to the local market and customers will be given the option to shop from the same fashion and home range offered via its UK platform.
The company will also set free standard shipping to Australia for orders over $100 and 20% off first orders.
Debenhams ecommerce director Ross Clemmow said that executing a greater marketing plan towards the Australian market will work in the company's favour.
“Australia has been identified as a strategic priority for our international expansion with an ambitious plan to triple sales within the first year.
“In order to achieve this, we understand the importance of bringing tailored, localised content for a more compelling user experience.
“Throughout 2016 we will continue to further localising our delivery proposition and work on launching a designer hub content for the website.”