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Debenhams to launch division for premium brands

Debenhams will be introducing a new division for premium brands on its website as part of plans to be a “great British digital department store”. According… View Article

DEPARTMENT STORE NEWS

Debenhams to launch division for premium brands

Debenhams will be introducing a new division for premium brands on its website as part of plans to be a “great British digital department store”.

According to Drapers, the Boohoo owned retailer will launch the new division online later this year and has already commenced discussions with potential brand partners.

Debenhams chief executive Dan Finley told the publication: “With premium brands, they will have an elevated presence (on our website) and we want to be the extension of their direct-to-consumer strategy.

“The great thing about Debenhams is that it’s a marketplace- led and commission-based  business, We are not own-brand first. We have to showcase and sell brands at their best and it has to be win- win because we don’t make commission if we don’t sell the brands.

“So, we are focused on building our proposition to the consumer, principally focused on fashion, home and beauty with a combination of everyday brands and premium brands. We want to build it back bigger, bolder and better as the great British digital department store.”

Boohoo acquired the Debenhams brand and website for £55 million from the department store’s joint administrators in January 2021.

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