Debenhams, a UK-based multi-channel brands retailer, has invested £25m to revamp its Oxford Street store with digital technology to mark the store’s 200th anniversary.

Developed and deployed by AVM Impact, the new technology additions at the store include two nine-screen video walls at main entrances from Vere Street and Marylebone Lane, a cluster of 65in and 46in ceiling suspended displays, and five beauty brands within the cosmetics hall with pillar mounted 46in screens.

The store also features seven new floors including a beauty hall, a new destination shoe hall, three places to eat, and a new home floor.

AVM Impact retail director Andrew Nelson said Debenhams is leading the way in in-store digital media, bringing its retail estate in line with changing consumer expectations, creating a unique customer experience.

"Debenhams is one of three retailers that AVM Impact is working with on Oxford Street, the UK’s most prominent retail location. It’s clear to see the increasing trend from retailers wanting to invest in digital technology, enabling them to better inform, engage and influence consumers in their buying decisions," Nelson added.

Debenhams operates 240 stores across 28 countries and is the eleventh biggest UK online retailer by traffic volume.

Debenhams portfolio of brands includes Jeff Banks, Jasper Conran, FrostFrench, Henry Holland, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Jane Packer, Jenny Packham, Pearce Fionda, Stephen Jones, and others.