Debenhams signs beauty licensing deal with Revolution Beauty
Debenhams has embarked on a new licensing partnership with Revolution Beauty for the development of beauty and fragrance products across the Debenhams group of brands.
Expected to launch ahead of Christmas, the first collections will include fragrance and gifting ranges for Pretty Little Thing, Karen Millen and Boohoo Man.
Further beauty and fragrance launches are planned across a number of brands, with products expected to be available through both Debenhams Group channels and selected retail partners.
Subscribe to TRBDan Finley, chief executive of Debenhams Group, said: “We have been clear that we see significant global licensing opportunities for our brands, and this agreement with Revolution Beauty is a direct expression of our asset-lite strategy in action.
“Beauty is one of the most compelling category opportunities available to us and Revolution Beauty has the capability and relationships to bring tailored collections to market across the full portfolio. We look forward to seeing the first launches come to life.”
Under the royalty-based licensing agreement, Revolution Beauty will take full responsibility for product development, manufacturing and global distribution and will pay Debenhams an industry-standard royalty on sales.
Meanwhile, Debenhams will retain approval rights over all products, packaging, marketing and retail channel decisions.
Tom Allsworth, chief executive of Revolution Beauty, said: !The team at Revolution is already at an advanced stage in developing fragrance products that will launch nationally and internationally through a number of our retail partners. The early reaction to the concepts we have tested has been exceptionally positive.
“By combining the strength of Debenhams Group’s brands with Revolution’s expertise, we believe these licences can become a significant growth opportunity for both businesses.”
Finley added: “This transaction is consistent with Debenhams Group’s strategy of generating significant recurring royalty income from its IP portfolio through global licensing opportunities, extending its brands into high-growth adjacent categories, and accelerating its transition to an asset-lite business model.”
Earlier this month, Debenhams Group announced that its multi-year turnaround accelerated in its first quarter as it made a return to growth. During the period, group gross merchandise value edged up 0.5% as gross margin expanded to 53.5%.
