Debenhams launches a little 'je ne sais quoi' with Promod
Department store Debenhams is to add French fashion stalwart Promod to its portfolio of concession brands.
One of France's biggest fashion store chains, Promod has over a thousand outlets in 56 countries. In the exclusive partnership, Debenhams will debut Promod ranges in the UK following a successful trial in four its stores in Ireland.
Launching with Promod’s Autumn/Winter 2013 collection, the concessions will initially cover 3,200 sq ft of space across Debenhams' stores in Cardiff, Manchester and Glasgow in August, and will also feature in the retailer's brand new Oxford Street flagship store - which is currently undergoing a £25 million transformation - when it is completed later this year.
Debenhams group trading director Suzanne Harlow, said: "Debenhams has a history of bringing the best fashion brands to the UK high street. Promod is an exciting addition to our strong portfolio of concessions and perfectly reflects our values of providing fabulous designs at fantastic prices.
"Promod's inspiring collection includes timeless classics alongside the latest catwalk-inspired fashion pieces, for work, evenings out or casual wear at the weekends.
"Having already seen huge success across Europe, the Middle East, Africa and Asia, we're confident that Promod will be a hit on the UK high street."
With new themes and colours every two weeks, Promod's collections are designed by an integrated team of stylists, with 1,500 items per season.
Prices in the Debenhams concessions will start at £12.50, with key pieces for Autumn/Winter including printed peg trousers at £29.95, an embroidered denim dress at £39.95, and a black tailored jacket at £49.95.
Promod country manager Kate Rooney said: "The UK is a key market for us and we are very excited to be working with Debenhams. Its success on the UK high street is undeniable and Debenhams is the ideal partner for us to bring the Promod brand to British shoppers.
“Promod is always up to date on fashion trends and on what women want. Our clothes and accessories are simple, feminine, modern and affordable, and our fantastic Autumn/Winter collections are the perfect introduction to everything Promod represents.”
Founded in 1975, Promod has 27 million customers per year with gross sales of more than €1 billion.
Other concession brands available at Debenhams include Warehouse, Oasis, Miss Selfridge, Dorothy Perkins, Pineapple, Coast, Kaliko and Lipsy.
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