Conditions on the high street may be worsening, but Debenhams appears to be bucking the trend by remaining on track to meet profit estimates.

The company, which has 166 stores across Britain, Ireland and Denmark, announced that trading in the half year to the end of February fell by just 1.5 per cent, in sharp contrast to large falls across the rest of the market.

Self help

According to Debenhams chief executive Rob Templeman, the company has been relying on “self help” measures to improve its margins rather than customer sales.

He believes that rises in taxation, coupled with increases in inflation and wider economic issues will have a negative effect on customers’ disposable incomes and that retailers are not going to get much help from the macro-economy.

As such, he has predicted that clothing prices will increase by around six- to eight per cent on the high street this year due to increased raw material costs.

Savings online

With clothing prices set to rise in store, more consumers are likely to switch to the internet in search of bargains and Debenhams is keen to capitalise on this thriving marketplace.

The company has published a number of discount codes through 5hop5.ie that are due to expire at the end of March, 2011. For example, consumers could benefit from up to 40 per cent off a selection of children’s wear; and up to 50 per cent off a selection of menswear. There is a Debenhams Ireland discount code with 20 per cent off women’s lingerie; and another offering 50 per cent off women’s wear.

As an added bonus there is a coupon available for free delivery to the Republic of Ireland. Consumers should check the terms and conditions of these offers before applying them to their purchases.