Premium brands introduced to key stores for Summer 18

Debenhams is to offer a Scandi sense of style for Spring Summer 18 with the introduction of five premium brands; minimum; mbyM; Stella Nova; Lolly’s Laundry; and Six Ames landing in store and online from March.

The curated collections will be cross-merchandised on pared-back fixturing to give a stronger fashion projection in eight Debenhams stores offering customers newness from leading Danish and Nordic fashion brands which are still very much under the radar within the U.K.

The collection will include new drops every 6-8 weeks as well as carry exclusives for both instore and online.  Featuring an aesthetic that is understated marrying simplicity, pretty prints, good design and quality, stores offering the new collection include Oxford Street, Manchester’s Trafford Centre, Westfield Shepherd’s Bush, Glasgow, Liverpool, Henry Street in Dublin, the Metro Centre and Birmingham. Selling prices range from £30 to £180 providing something across different pricing architectures. The intention is to add a father two stores carrying the range for Autumn Winter 2018.

On introducing the brands, Debenhams Managing Director for Fashion and Home, Steven Cook says, “The Debenhams Redesigned strategy details our intention to offer customers a curated choice of differentiated brands be that our own collections as well as third party brands.  Debenhams owned Magasin in Denmark has already seen great success in offering customers niche style brands and we believe there is scope for this to work well in the UK too.”

In addition to the premium collection of brands a further five brands will also be introduced to 45 Debenhams stores as well as online for Spring

Summer 2018.  Featuring a lower average selling price of £36 the brands include Vila, Vero Moda, Noisy May, Simple Stories and Moves.

Images top to bottom courtesy of: Stella Nova, mbyM and minimum.

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