Press Releases

18/04/14

BEST FOR THE GUESTS - KEEPING HOMEWARE ‘FOR BEST’ BACK IN VOGUE

Butterfly by Matthew Williamson

Research by department store Debenhams shows the trend for keeping Homeware reserved ‘for best’ has re-emerged for the first time in over thirty years.

The retailer has seen shoppers rushing in to buy fine china and cutlery sets in order to gain one-upmanship over their Easter guests - but then keeping them tucked away for the rest of the year.

Such is demand that designer homeware sales have shot up by 22% compared with the last year - all in a bid to impress their family and friends over the Easter weekend.

Lizzie Singleton, spokesperson for Debenhams says; “Keeping china, glassware and other items reserved for special occasions is our customer’s way of ensuring their finest homewares look their best for those high days and holidays.”

“We have seen a rise in the popularity of place settings and table dressing with crystal glassware sales also soaring - shoppers are definitely going all out when it comes to entertaining.”

Easter tables will be fit for a queen as posh tableware has been flying off the shelves in recent months, with desert spoons up 43% and fish knives up 37%.

Singleton continues; “Our customers are bidding to outdo the Jones’ this Easter with lavish table displays – but to ensure their ‘best’ china is kept pristine it probably then won’t see the light of day until Christmas.”

Research shows that on average ‘best’ china and other homewares will only make an appearance 4 times a year – with lower price, basic homeware being used the other 361 days.

Over Easter weekend the average customer will be entertaining three times, whether it be a lavish Good Friday fish feast or an Easter Sunday roast.

Other items flying off the shelves include Egyptian cotton bed sheets which are soaring by 28% and premium towels which have risen by 12% - the majority of which all being used solely for guests.

Tea sets are another area that shoppers are upgrading; a rise in the popularity of afternoon tea has been seen following the popularity of TV show ‘The Great British Bake Off’.

 

Lizzie Singleton continues; “Customers are intent on making their homes so luxurious that they would rival any premium boutique hotel.”

 “As the cost of entertaining in restaurants and bars increases, shoppers are spending their hard earned cash on entertaining at home and giving their humble abode a make-over in the process.”

The trend for longevity in Homewares and investment buying is a key trend for 2014 explaining the surge in sales of late.

Debenhams Homeware is available in all stores nationwide and online at Debenhams.com.

 

ENDS

 

Notes to Editors 2,000 people were surveyed by the Debenhams design team on table manners in November 2013. Debenhams is offering up to 20 % off Homeware 16th – 21st April 2014. Debenhams Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of 240 stores across 28 countries.  Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions. In the UK, Debenhams has a top four market share in womenswear and menswear and a top ten share in childrenswear.  It leads the market in premium health and beauty. Debenhams is the eleventh biggest UK online retailer by traffic volume and in March 2013 was awarded “International Growth Initiative of the Year” and “The Retail Technology Initiative of the year for Endless Aisle” at the Oracle Retail Week Awards. Debenhams has been investing in British design for 20 years through its exclusive Designers at Debenhams portfolio of brands.  Current designers include Jeff Banks, Jasper Conran, FrostFrench, Henry Holland, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Jane Packer, Jenny Packham, Pearce Fionda, Stephen Jones, Preen, Janet Reger, John Rocha, Jonathan Saunders, Marios Schwab, Ashley Thomas, Eric Van Peterson and Matthew Williamson.

CONTACTS


Debenhams Press Office
020 3549 6420 / press.office@debenhams.com

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