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Debenhams invests in beauty services provider Blow

Debenhams has taken a stake in ‘on demand’ beauty services company Blow.


Debenhams invests in beauty services provider Blow

Debenhams has taken a stake in ‘on demand’ beauty services company Blow.

The department store chain said the partnership will enable it to accelerate its presence in the £4 billion beauty services market.

As well as giving Debenhams a proposition in the large but fragmented beauty services market via a tech-enabled premium service provider, it will also give the company a new distribution channel whereby beauty services and treatments can be booked to take place in the home, as well as in dedicated beauty bars in Debenhams stores.

Offering blow dry, make up and nail services, the first three Blow ‘beauty bars’ will launch in Debenhams’ Oxford Street, Birmingham Bull Ring and Manchester stores this autumn.

Debenhams will hold a minority stake and join the board of Blow. To date, Blow has secured investment from Unilever Ventures and also has exclusive partnerships with brands such as L’Oréal Kérastase.

Sergio Bucher, chief executive of Debenhams, said: “The step is a strategic move which ties into multiple facets of our Debenhams Redesigned strategy. This will allow us to scale up our beauty services offer rapidly and bring brands closer to customers both in store and in their own homes. Blow’s exclusive presence in Debenhams stores will give customers even more reasons to visit us and the digital app booking service fits with our aim to offer customers a seamless mobile experience.

“Through partnering with Blow, Debenhams can adopt an entrepreneurial approach to a growing market, acquiring external expertise with flexibility and low overhead commitments.”

Debenhams’ growth plans include creating a £1 billion business in beauty and beauty services.

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