Debenhams has signed designer Ben de Lisi to relaunch Principles.
Principles by Ben de Lisi will debut in Debenhams stores in February and will be priced 15% to 20% lower than the original Principles offer. It will occupy 90,000 sq ft of space across the chain, which has been giving over more space to its own-label offer to drive margins.
De Lisi, who already designs an occasionwear range BDL by Ben de Lisi for Debenhams, will reinstate Principles as a modern tailoring brand aimed at the 40-plus market. The collection will comprise 106 pieces of weekend, smart day, occasion and evening wear and 46 pieces in a petite offering. Debenhams said that despite the drop in price, quality would not
Principles collapsed as part of the administration of then-parent company Mosaic Fashions in March. Debenhams – which delivered £60m of Principles’ total £150m turnover – acquired the Principles stock following the administration and has purchased the worldwide rights to the brand name.
Meanwhile, it is understood that Pixie Geldof will be the face of Henry Holland’s debut collection for Debenhams for spring 10.