British retailer Debenhams, which is undergoing a major restructuring, is focusing on its beauty community and retail experience. Beauty accounts for 25 percent of Debenhams' overall sales per year, or around 600 million pounds. The management wants to focus on creating a flexible and dynamic space off-line and online, by creating new, zoned spaces, or labs, instore that are flexible and do away with the traditional beauty aisle design. Shelves have replaced beauty counters to create more open space. Among the shelving units are tables for customers to play with products. The department store will also be rolling out new product categories such as skin care, hair care, men's grooming and a minibar area that stocks travel-sized or miniature-sized versions of products. The store wants customers to try items risk free and without investing in the full-sized product. To encourage experimentation, Debenhams sales staff have been trained across all product categories — instead of by a specific beauty brand — in order to mirror the store's online beauty community and forum. The department store will roll out its new "lab" space concepts across 20 medium-sized stores by the end of the year.