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Kurt Geiger makes Debenhams move

Premium footwear business Kurt Geiger is to launch a new concession called Shoe Boudoir in department store chain Debenhams to replace some of the exiting Shoe Studio Group’s departments.

Kurt Geiger has created a new sub-brand exclusively for the department store chain, called Miss KG. The younger collection will be 50% cheaper than the KG sub-brand.

The department will not stock Kurt Geiger’s top-end ranges.

Kurt Geiger will also introduce US brand Nine West to the Shoe Boudoir departments. The business recently took over the licence for the brand from Shoe Studio Group, signing a seven-year agreement.

Shoe Boudoir will launch in 24 Debenhams stores next month. The first one will open in Cardiff at the end of the month, followed by a two-week roll-out across the rest of the locations.

Shoe Boudoir’s store design will feature glowing neon light signage, velvet drapes, button seating and gilt-framed mirrors, all in a colour palette of red, pink and gold. Staff will wear 1950s-style white uniforms and high heels.

Amanda Wain, head of accessories buying at Debenhams, said: It’s a great opportunity to give the customer access to a luxury brand at a price point more suitable to them.”

In May, footwear retailer Dune, which rescued Shoe Studio Group from administration earlier this year, said it planned to close its footwear concessions in Debenhams after ending its licensing deal with Nine West – the main brand it operated in the department store chain.

Kurt Geiger had sales of more than £140 million in the year to February 2 2008. EBITDA was £10m. Sales are believed to have continued to be strong in the past year.

Its next set of figures are due imminently.

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