Debenhams set to open first Australian store in Melbourne CBD

ONE of Britain’s oldest department stores is set to open its first Australian store in Melbourne’s CBD next month.

ONE of Britain’s oldest department stores, Debenhams, is to open its first Australian store in St Collins Lane in the city in mid-October.

The historic UK retailer will take up the lower ground level of the old Australia on Collins site that once housed an expansive food court.

Models Chelsea Scanlon, wearing Studio by Preen gingham top and skirt, shoes by Faith, and Anna McEvoy, wearing J By Jasper Conran skirt, tops, shoes and bag, at the construction site of the soon-to-be-opened Debenhams store. Picture: Eugene Hyland

Shoppers can expect a curated collection of fashion, beauty and homewares, including the Designers at Debenhams range with labels such as Preen, Jasper Conran, Julien Macdonald and Roksanda Ilincic.

The company’s Graham Dean says Debenhams’ opening heralds a new era for department stores here.

“In addition to the service, quality and style that have always been at the core of Debenhams, the store will present a unique offering of seasonal trends and styles,” he said.

It’s a significant announcement for the CBD shopping centre, which opened with much fanfare 18 months ago but still has only about 50 per cent occupancy.

The soon-to-be-opened Debenhams store is expected to be a drawcard for the high-end shopping centre. Picture: Eugene Hyland

Neil Perry, whose gourmet Burger Project was an early drawcard, says Debenhams will give the centre a boost.

“It will be great to have one big retailer taking that basement space,” he said.

“For me it’s such a premium location in Melbourne, I’m surprised it’s taken so long to get the right mix in.”

Menswear brand MJ Bale hoped the arrival of the new store would increase foot traffic in the centre.

“The centre wasn’t finished when we opened which wasn’t ideal, but we have a strong brand and our clientele knew we would be there, ” says MJ Bale brand and partnerships manager Susie Thompson.