RE: Asc17 Jun 2022 12:12
Buying Debs was like buying a car that had already been written off and marked for scrap. There is no brand value in the name as a thought experiment shows: is it possible to imagine lots and lots of people thinking
"yes, I'll buy this on Debenhams' website, even though it costs more than somewhere else, because the Debenhams name and everything that connotes for me makes it worth paying extra"? Or,
"I'll have to buy this at Debenhams because it's available exclusively there and there only". Which could lead to...
"I'll pay more to buy this Debenhams branded thing because, even though I could buy a generic equivalent, the quality/prestige of owning the Debenhams item makes it worth paying a significant premium for".
Now run the same rationales but substitute for Debenhams, things like 'Armani', 'Harrods', 'Nike', 'Selfridges', 'Coca-Cola', or even John Lewis/M&S/Next/JD Sports. It's night and day and shows why talk of Debs' brand value is ridiculous.
Boo had cash on the hip and that's why they bought. Ditto the £70m splashed on the HQ. Too easy to spend rather than be prudent and plan ahead. That £125m should have still been on the balance sheet for a rainy day; but instead they're now a comparable amount in the hole with an interest-bearing revolver.