Debenhams announces the addition of four new designers to its range
Unlike other competitor collaborations, these designers will work with the retailer for a minimum of four seasons.
Edition will debut in stores and online in spring 2011 with clothes from Jonathan Saunders and Preen and an accessories offer from Jonathan Kelsey. Roksanda Ilincic will join the other designers with her collection in the autumn.
In store Edition will cover approximately 500 sq ft of space across 30 stores. Glass and monochrome fixtures will be finished with premium chrome fittings, providing a clean, gallery-style space that will make the clothing the focus.
The launch further supports Debenhams' strategy of shifting the balance towards own bought product ranges.
"Edition is the perfect vehicle to introduce new creative talent with the goal of finding the next generation of Designers at Debenhams," said Debenhams deputy chief executive, Michael Sharp.
"We are delighted to be working with Jonathan, Preen, Roksanda and Jonathan. Through this partnership, more customers than ever before can have access to great British design from more of the country's most critically acclaimed designers," added Michael.
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