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Debenhams slashes prices in pre-Christmas sale

Published: 25 November 2009
Department store chain launches £250m price war with four-day sale, designed to "infuriate rivals".
Debenhams slashes prices in pre-Christmas sale
The sale, which started today, features a number of half-price deals and promotions on products, including cookware, homewares, electrical appliances, gifts, furniture and bedding.

The slashed prices start as low as 60p for a Debenhams own-brand towel. The sale also includes money off the Le Creuset cookware range and Philips and Sebo electrical home appliances.

Debenhams has promised savings of £250m in the four-day shopping marathon. It has also extended its opening hours, with stores open from 8am until midnight today and tomorrow.

Debenhams deputy chief executive Michael Sharp said: "Customers continue to feel the pinch in this recession. They want us to reduce prices now, so that is what our Christmas spectacular will do."

Major high street rivals, such as John Lewis and Marks & Spencer will be under pressure to react to the price cuts. Last year Debenhams announced a similar sale extravaganza, with price cuts totalling £200m in the run up to Christmas.

A spokesman told the Daily Mail "The sale is bound to infuriate big rivals... Retailers will have to react - often against their will - to avoid losing business."

Earlier this month Debenhams announced the acquisition of Magasin Du Nord, the leading department store chain in Denmark, for DKK 101m (£12.3m). Chief executive Rob Templeman believes "the close fit between the two businesses will be mutually beneficial" and hopes to extend the reach of Debehnams' own bought and designer brands outside of the UK market.

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