DrinkSupermarket teams up with Debenhams for gifting service

Published: 08 August, 2016

Online retailer DrinkSupermarket will be supplying beers, wines and spirits to a leading UK department store as part of a premium gifting service.

DrinkSupermarket will be supplying a core range of around 20 premium product lines and also seasonal ranges of beers, wines and spirits to Debenhams.com.

Debenhams is a high profile partnership for DrinkSupermarket, which already has relationships with Very and Littlewoods through Shop Direct, and also greetings card giant Moon Pig.

Ravi Kotecha, managing director of DrinkSupermarket, said these partnerships are a key part of DrinkSupermarket's business model.

He added: "Working with third party retailers is very important for our business. It's good for our suppliers and it means they are able to diversify their offerings and get them into new channels.

"It also makes sense for retailers to partner with us as they don't need to store the stock. We can run the entire operation for them at low cost, which ultimately means that customers benefit and pay around the market price for the product."

DrinkSupermarket is predominantly an online retailer, with currently around 9,000 product lines comprised of mainly beers, wines and spirits.

However, the new partnership could possibly lead to the company developing its physical presence on the high street.

Although bricks and mortar is challenging for retail in the current climate, Kotecha said the company is exploring these alternative routes to market.

"This is a new relationship which will start online, but we are exploring the possibility of getting into some of Debenhams' concessions. We are also looking at click and collect services elsewhere," he said.

The partnership will take place on Debenhams.com and not Debenhams' sister site Debenhams Wines.

Sarah Theobald, buying manager at Debenhams, said: "Debenhams is excited about the partnership with DrinkSupermarket and we are sure our customers will enjoy the new range of wine and spirit gifts available via Debenhams.com."

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