Debenhams announced that it has bucked the downward trend seen by other High Street retailers by boosting half year interim profits by 4.5 per cent to 129.2 million.
The increase in profits means that the retailer has produced six consecutive halves of pre-tax profit growth.
Debenhams will also be reintroducing a dividend for shareholders and has reduced its debt by 165.2 million.
New exciting young designers such as Jonathan Saunders, Preen and Jonathan Kelsey have spurred demand, bolstering the retailer s reputation for selling leading fashion at affordable prices.
The existing Designers at Debenhams portfolio has been extended with Julien Macdonald adding Diamond to his offer the little sister to his successful Star range. J Jeans by Jasper Conran was also extended into menswear.
One of the biggest sellers was cosmetics and perfumes, with an increase in market share from 26.8 to 28.1 per cent contributing to the sweet smell of success.
Online sales have jumped by 82.4 per cent, boosted by a new mobile iPhone app which lets customers buy Debenhams products from where ever they are.
Its brand advertising campaign, featuring well known designers including Jasper Conran, Aliza Reger, Ben de Lisi and Julien Macdonald, is also paying off with sales of products featured soaring. In some cases lines were up 300%.
The retailer also saw market gains in women s casualwear and childrenswear.
And Debenhams believes the price of cotton may fall soon, bringing lower prices and better value to customers.
Other highlights include:
Lipsticks, mascara and nail varnish combined sales break the one million volume barrier in the first six months of the year for the first time
Lipstick +19%, mascara sales +21% nail varnish +21%
Sales of bottled fragrance +7.8% and gift sets +11.7%. Sold nearly 4m perfumes in the period
Sales double of Ben de Lisi Mondrian dress due to tv ad
Reger by Janet Reger bra and panty set up 300% due to tv ad
Nearly one million handbags sold during first six months. Jasper Conran J Jeans shoulder bag being the most popular
Nearly 40,000 party dresses sold in the week prior to Christmas
Top sellers online include Egyptian cotton towels, Christian Lacroix perfume, Thornton s chocolates, Silverlit remote control Helicopter.
15,000 Red Herring aviator jackets fly out of the stores
In recent weeks Royal Wedding memorabilia fever hits stores with 14,000 units of Kate and Wills china being snapped up
Market share gain in childrenswear gathering momentum due to popular items such as bluezoobaby elephant sleepsuit, bluezoo heart top and the bluezoo chimp short sleeve tee and Baker by Ted ranges.
4m chairs sold from within the home division
Customers opt for mugs for their morning cuppa with 350,000 sold
We are pleased with the performance of the business in the first half. The trading environment has been difficult but our focus on profit and cash generation has continued to deliver returns. Debenhams has now produced six consecutive halves of pre-tax profit growth in what has been a consistently challenging retail climate , said Rob Templeman, chief executive, Debenhams.
Looking forward, there are some encouraging signs that commodity prices such as cotton may fall which could be positive for both consumers and retailers in terms of pricing We will continue to ensure that our focus on offering our customers outstanding choice, quality and value remains at the forefront of our decision making, added Rob
Financial Highlights
Recommencement of dividends with interim dividend of 1.0p per share
Earnings per share up at 14.5% from 6.2p to 7.1p
Net debt reduced by 165.2 million during half to 351.6m
Group gross margin up 20 basis points
Debenhams (excluding Magasin) gross margin up 30 basis points
Magasin du Nord gross margin up 240 basis points
Headline profit before tax and exceptionals in line with market expectations, up 4.5% to 129.2m
Strong de-leveraging since the year end; net debt to EBITDA improved from 1.8x to 1.3x.
Group gross transaction value up 3.2%
Group like-for-like sales flat including VAT (down 1.5% excluding VAT)
