Danish fashion house Bestseller will open its first concessions for women’s denim brand Only in Debenhams this spring.
Four Only concessions will open in Debenhams branches in Oxford Street, Westfield London, Manchester and Leeds in the week beginning March 8. Another five concessions will launch in Cardiff, Southampton, Glasgow, Exeter and Newcastle the following week. A Birmingham launch is scheduled for later this spring.
Sarah Savva, director of external business at Debenhams, said the retailer chose a “mixed bag of stores” across the UK. “We wanted it to be representative of the typical Debenhams shopper; we didn’t want to cherry-pick our best stores.”
The department store said it had built up a good relationship with Bestseller since it bought Danish department store chain Magasin Du Nord in November 2009.
“We’ve been in talks with Bestseller for a while as we work with them in Magasin and it feels like the right time to extend that relationship to the UK. Only has developed over the years and has been trading well in mainland Europe, but it’s not that established here,” explained Savva.
She said Only’s denim-focused product offered a point of difference from Debenhams’ other concessions. “New concessions have to offer something different and must not compete with our own brands. The Danish brands are very contemporary without being too leftfield for our shoppers. However, we still need to work on how we translate the brand to make sure it looks relevant in our stores.”
Savva said she would like to see more Danish brands coming over to Debenhams, but there are none in the pipeline at the moment.
Bestseller’s country manager for the UK and Republic of Ireland Allan Nielsen said Only has “a lot to offer the Debenhams customer”.
“It’s a young women’s denim brand that offers key trends at affordable prices. I believe Debenhams is the right account to represent Only, as it is an established, respected department store. I hope the two combined will see both parties work a lot more together in the future and ultimately offer the customer what they need.” Jeans retail at around £30, T-shirts at £15 and parkas at £45.