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Boxfresh ends Debenhams deal in bid to move upmarket

Young fashion brand Boxfresh has pulled out of Debenhams as it aims to reposition itself more upmarket.

Its spring 08 range will be the last delivered to the department store. It has already cut the number of Debenhams stores it supplies to 47 this season.

The overhaul is believed to have been prompted by potential new wholesale customers for Boxfresh, who are unwilling to buy into the brand if it has a presence in the middle-market department store.

A source told Drapers: “The brand is trying to move upmarket. From July it will exit Debenhams and ramp up distribution elsewhere. It sees itself as upmarket now and feels that distribution has been restricted by the Debenhams agreement.”

Boxfresh managing director Daniel Morris said: “This is an amicable decision and is part of the brand’s long-term strategy. It will ensure the distribution policy is suitable for the brand.”

Boxfresh is targeting new domestic accounts, including House of Fraser and Selfridges.

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