Debenhams, UK

Debenhams approached 20.20 with a challenge: to transform their Home department into the destination for customers seeking ‘fashion and style’ for their homes. Whilst the ‘Designers at…’ proposition had been successful on the fashion floors, it was not carrying through to Home. Dense merchandising, unclear signage and lack of product landscaping meant that the great product stories were all but invisible to the customer.

Taking inspiration from designers’ lives and passions, 20.20 created a new space with a contemporary, textured finish, and strong product landscaping where own brands and branded ranges could be presented as ‘good, better, best’. The new retail environment was completely ideas-driven: adding value where the customer appreciated it, and transforming the way Debenhams think about Home, spaces and merchandising.

The revitalised department was an immediate success. Debenhams’ new-look Home department was a big hit with customers, who described it as ‘shopping in a 3-dimensional style catalogue - informed, colourful and easy to read. Crucially, 20.20’s solution was highly flexible and cost-effective: the design has now been rolled out to other Debenhams stores in the UK; while our unitary designs solutions have been implemented internationally.