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Boohoo partners with Alshaya on growing Debenhams in Middle East

Online fashion retailer Boohoo has embarked on a new partnership with Alshaya Group as part of plans to scale the Debenhams brand and grow its presence… View Article

FASHION

Boohoo partners with Alshaya on growing Debenhams in Middle East

Online fashion retailer Boohoo has embarked on a new partnership with Alshaya Group as part of plans to scale the Debenhams brand and grow its presence in the Middle East.

Currently running Debenhams stores in a number of shopping malls in the region, Alshaya has been given exclusive rights to operate the Debenhams stores and a local ecommerce platform in Kuwait, Saudi Arabia, UAE, Bahrain, Egypt, Oman and Qatar.

John Lyttle, Boohoo chief executive, said: “I am delighted to be working with Alshaya to operate Debenhams in the Middle East. The Debenhams brand has been popular in the region for a number of years so this is a great opportunity to build on the existing brand awareness, while expanding the product ranges and brands available to customers.

“It also offers a new route to market for brands within the boohoo group, raising their profile in a growing new market. This is a great step as we progress the integration of Debenhams and look at wholesale partnership opportunities to continue to scale the group.”

The move also means that Boohoo group brands will be stocked in Debenhams stores in the region from the fourth quarter of 2021 and on the new local online platform from early 2022.

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

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