DEBENHAMS, the British department store, has had ambitions to establish itself in Dublin for a long time. And the ideal site was found in the Jervis Shopping Centre, according to Mr Terry Green, chief executive, who flew in for the opening.
That will take place tomorrow, when Ms Alison Doody does the business. The public can then rush in and see for themselves.
Yesterday, the "ideal site" was something of a shambles, the street outside still alive with workmen. The enormous arched portico towered over their efforts. Inside, everything was in place - the 75,000 square feet of the new store's four floors. Very debonair.
Debenhams, which owns the Burton Group, began as a small drapery in London's Wigmore Street in 1778 and now has 90 shops. Well known for its soft furnishings, its fashion departments have a family feel, and paisley print dresses with Peter Pan collars must be intended for the most unadventurous family member who is well into her dotage. There is a lot of that around: outsize suits in very strong colours have their own niche in "Debenham & Freebody".
But Debenhams is trying for the trendier thing and is excited about getting Jasper Conran to do a special collection: lots of black here and some purple and lime lycra suits to put a bit of zip into a family. And there is Ben de Lisi, who for some reason is designing a range called J. Taylor.
Eighty per cent of the clothes are Debenhams' own brand and 20 per cent are from concession shops such as Alexon and Wallis. And there is a promising area for the petite woman by Anne Brooks.
Children's clothes and toys, menswear, luggage, cosmetics, lingerie, home furnishings - the store is good on kitchenware - and accessories are given plenty of space. It is also good on accessories - mock devore scarves for £20, shiny patent bags for £25 and hats by Philip Treacy for the picking.
It's a very big shop, airy, elegant in a sterile kind of way, and it could well take over from Switzers.
Alison Doody, who is donating her fee to the Multiple Sclerosis Society, will be wearing an outfit by Jasper Conran. Smart work.