Debenhams announces arrival of premium brands division

A new premium brands section is expected to launch at Debenhams by the end of 2023.

British retailer Debenhams announced its decision to create a new division specializing in premium brands. The new division will be launched on the department stores' website in partnership with the owners of some brands, whose names have not yet been disclosed.

The Boohoo group bought the Debenhams business in early 2021 for 55 million pounds. The brand is now positioned as a fully digital department store.

The site offers clothing, footwear, accessories, home goods, cosmetics and perfumes - a total of about 1,500 brands with a tendency towards expanding premium brands.

A new premium brands section is expected to launch at Debenhams by the end of 2023. The company is currently negotiating with potential participants in the project.

"The great thing about Debenhams is that it’s a marketplace-led and commission-based business. We are not own brand-first. We have to showcase and sell brands at their best and it has to be win-win because we don’t make a commission if we don’t sell the brands.

So we are focused on building our proposition to the consumer, principally focused on fashion, home and beauty, with a combination of everyday brands and premium brands. We want to build it back bigger, bolder and better as the great British digital department store.", said Chief Executive Dan Finley.

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