Debenhams has launched its first foreign language website in Europe's biggest economy, Germany, to capitalise on the "Britishness" of its brand ahead of the Olympics.
The department store chain went live selling more than 140,000 products from women's dresses to homewares this weekend. Simon Forster, online director at Debenhams, said: "As Britain takes the lead role on the world stage with its summer of celebration and sports, this is the ideal time to bring the best of British to Germany. Germany has consistently been one of our top performing countries online and now German shoppers will benefit from their own bespoke website."
Debenhams now delivers to 41 countries including Argentina, Costa Rica and Israel.
Lord Green, the Trade and Investment minister, said: "The launch of Debenhams.de shows the power of British brands and their popularity with consumers the world over."