Debenhams launches first ad campaign since joining Boohoo

Debenhams has launched its first campaign since becoming part of the Boohoo Group earlier this year, adding .com to its name as it reintroduces itself as a digital-only retailer.

The 30-second TV advert, which launches today, aims to attract both new and existing customers to the recently relaunched ecommerce site, focusing on the online store's delivery credentials.

The campaign also highlights its multi-brand offering including in-house brands Principles, Red Herring, Maine New England and Mantaray, plus other brands from the Boohoo Group portfolio.

Beauty and home products are also showcased, including products from Urban Decay, Benefit, Elizabeth Arden, and perfumes by Marc Jacobs and Ralph Lauren.

Last week it was reported that Boohoo Group is set to bring one Debenhams store back to the high street to help it secure deals with major beauty brands.

Carol Kane, Co-founder and Executive Director at Boohoo Group, said: “I’m really thrilled to see the first milestone in Debenhams.com’s journey within the Boohoo Group. We feel this first campaign sets the tone for Debenhams.com and how we see the vision for the brand developing.

“As we go into the summer season, I’m looking forward to seeing the in-house brands grow and find their place within the group, introducing a strong product offering supported with a confident brand DNA you can see coming through from Debenhams.com.”

The advertising campaign will run for eight weeks across primetime shows including Love Island, This Morning and Celebrity Gogglebox, as well as on-demand services like 4OD and ITV Player.