- Huw Hughes
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Debenhams is building on its womenswear offering with the launch of two
new in-house labels this Autumn.
Debenhams’ managing director of fashion and home Steven Cook told
Drapers that the company is “showing pockets of growth” despite a slow
start to the summer, adding that its womenswear category was a key focus
for growth.
A new brand, spanning clothing, footwear, accessories, sleepwear and
activewear, will be revealed at the end of September. “It is very relaxed,
very comfortable. Stylised but ageless,” Cook told Drapers. “We’re very
well known for our occasionwear, so this will bring something different to
the Debenhams offer. This is the first time we’ve had the chance to build a
brand from ground zero, and really think about what we’re currently giving
the customer and what we’re not.”
Debenhams’ current in-house womenswear lines include No 1 Jenny Packham,
Star by Julien Macdonald and Nine by Savannah Miller.
The British department store chain will also be launching a capsule
collection with Kate MacMahon, the winner of last year’s Debenhams Emerging
Talent Award at Graduate Fashion Week. Its collection with designer Jenny
Packham will also be expanded this Autumn to include a full lingerie offer
for the first time.
“Our team has been working to define our brands more tightly and really
keep them distinct from each other,” Cook said. “Despite the wider
challenges facing the retail industry, we know that our customer is
prepared to pay for the right product.”
Photo credit: Debenhams, Facebook
