Debenhams [IRDX RDEB] today reported mobile-driven online sales growth as it updated investors on progress in its Debenhams Redesigned strategy to grow both through social shopping and through a ‘Fix the Basics’ plan.

The department store group, a Leading retailer in IRUK Top500 research, said that digital sales grew by 7.9% in the 15 weeks to June 17, and by 12.6% in the 41 weeks to the same date. Underpinning that growth, it said, was “rapid mobile growth”, with m-commerce sales up by 47%, year-on-year, and conversion rates up by 12%.

At the same time, like-for-like sales across the group fell by 0.9% over the 15 weeks, and grew by 1.8% over 41 weeks.

The Debenhams Redesigned strategy was announced in April and envisages making shopping a “fun leisure activity centres…