Debenhams has launched some of its own-label brands in shop-in-shops for Dutch department store Vroom & Dreesmann (V&D).
The UK department store is trialling its own-label young fashion brand Red Herring and menswear brand Maine New England in four V&D stores. If successful, it will be rolled out to further stores.
Mid-market department store V&D has 62 stores in the Netherlands, targeting 30 to 60-year-olds. It sells brands including Mexx, Benetton, Warehouse, Oasis and Cortefiel alongside own brands LIV, Essentials and Soho New York.
The launch allows Debenhams, which has 144 UK and Republic of Ireland department stores and 52 international franchise stores, to expand further internationally, while continuing to drive higher margin own-brand sales.
Speculation mounted this week that Debenhams was gearing up to acquire an international retailer. Sources linked the department store to V&D this week.
However, a spokeswoman for V&D owner Maxeda denied that V&D was up for sale. Debenhams has also been linked with insolvent German department store Karstadt, Italian chain UPIM, and Aurora, the fashion group which owns the Warehouse, Karen Millen, Coast and Oasis chains, although Aurora denied it was up for sale.
Debenhams declined to comment.