Debenhams sees summer sales soar despite refund delay backlash

A spell of early summer sunshine has sent UK consumers into a seasonal shopping frenzy, delivering a short-term boost for Debenhams Group. But behind the surge in sunglasses and summer dresses, the online fashion giant is facing growing criticism from customers over delayed refunds.

New data released by the Debenhams Group, which owns brands including Debenhams, Karen Millen, PrettyLittleThing, Boohoo and Dorothy Perkins, shows a marked uplift in summer-related sales between 1 April and 26 May 2025. Categories such as sunglasses and SPF saw triple-digit percentage increases year-on-year, with overall sales of summer items jumping 500% and searches soaring by up to 1000% compared to the same period in 2024.

Accessories were among the strongest performers, with Ray-Ban Aviator sunglasses up 500% year-on-year at Debenhams. Fashion also saw an early-season lift, with Karen Millen reporting a 96% year-on-year increase in summer dress sales, and bikini searches surged 1065% in May as shoppers geared up for holidays.

Dan Finley, CEO at Debenhams Group, said: "This spring’s early heatwave has clearly shifted consumer behaviour, pulling forward typical summer purchasing patterns. Shoppers aren’t just browsing, they’re buying - and it’s happening weeks ahead of the usual curve."

However, the upbeat sales figures come at a difficult time for the group. Frustrated customers have taken to social media to report long waits, sometimes up to a month, for refunds on returned items, far exceeding the company’s advertised 14-day processing window.

One user wrote on X: "Is anyone else finding their @boohoo returns/refunds taking absolutely ages? Been waiting over two weeks for a refund to go into my account."

Another wrote: "@boohoo_cshelp, what has happened with your returns system. You received my return on 28th March and yet still not got any confirmation of refund being processed! It’s ridiculous don’t have this issue with your competitors!" Others have reported little to no communication from customer service teams and a lack of clarity around how to escalate complaints.

This comes as Debenhams Group is in early talks to secure a refinancing package worth up to £175 million. The retailer is currently negotiating to replace up to £175 million in existing borrowing with new, likely more expensive loan arrangements.

The group reported a 16% year-on-year revenue decline to £1.22 billion in its most recent results, with its shares trading near historic lows. In December 2024, the group repaid £97 million in debt and is now evaluating long-term financing options ahead of the expiration of its revolving credit facility in October 2026.