By Jessica Binns, Contributing Editor

Apparel Magazine - August 20, 2012

UK fashion retailer Debenhams is now serving German customers, thanks to a new partnership with Translations.com, a language services provider. Debenhams Retail PLC, the second-largest department store chain in the UK, recently launched www.debenhams.de, the German version of its e-tail site. Translations.com provides localization services and tech support through its GlobalLink technology solutions suite.

Operating 171 stores in the UK and Republic of Ireland with an additional 69 international franchise stores across 26 countries, Debenhams is one of Europe's largest retailers. Buoyed by strong growth, the company decided to offer its website in additional languages, beginning with German, in an effort to better serve its non-English speaking customers.

To help launch the first local language site, Debenhams selected Translations.com's GlobalLink globalisation management system. Using the GlobalLink suite, including the flagship product, Project Director, Debenhams coordinated localization of descriptions and associated information for 58,000 products from English into German. "By using Translations.com's GlobalLink technology, we have been able to provide a fully localised online experience for our German customers, which will bolster the strength of the Debenhams brand and offer a better overall customer experience," said Simon Forster, director, Debenhams.com.