Client – Debenhams

As part of the launch project for the £25million redevelopment of Debenhams' flagship store on Oxford Street, Seymour PR was briefed to drive traffic into the store, while creating wide spread awareness of the store's opening. 

Seymour PR partnered with The Sun's Fabulous Magazine. 
An editorial fashion shoot was photographed by the magazine and featured over 3 pages in the Sunday supplement, alongside information of an exclusive, money-can't-buy reader event in the store. 


Blanket coverage for the introduction
of size 16 mannequins into the store


  • The partnership exposed Debenhams to almost two million people through the magazine, with a further 40,000 reached through Sun+, 35,000 through The Sun newsletter, 146,000 through The Sun Facebook and 56,000 through The Sun Twitter handle.

  • The format of the evening successfully communicated Debenhams’ USP in terms of Designers at Debenhams and the breadth of product availability, while generating significant exposure through the media and social channels.

  • The event itself produced a turnout of nearly 400 shoppers into the new store - where Designers at Debenhams offered style consultations, signings and giveaways. There was entertainment throughout the evening and activity from rands across all seven retail floors.