By  on June 25, 2019

LONDON — Debenhams isn’t letting corporate turmoil get in the way of its beauty floor strategy. The retailer, which is undergoing a major restructuring and plans to shutter 22 stores next year, putting 1,200 jobs at risk, is focusing on its beauty community and retail experience. Beauty accounts for 25 percent of Debenhams’ overall sales per year, or around 600 million pounds.

The store’s managing director of beauty, marketing and digital, Richard Cristofoli, believes the beauty counter layout is broken, and instead wants to focus on creating a flexible and dynamic space off-line and online. “It’s brilliant for big, established brands to have retail space in a department store, but as brands evolve and others become dynamic, we need to mirror that and create spaces that welcome mono-product brands,” Cristofoli said.

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