Debenhams has signed a deal with Spanish fashion giant Cortefiel Group to launch its fashion brands in the UK, as the department store attempts to further differentiate itself in the market.
Debenhams will launch the group’s Springfield and Cortefiel brands into two stores next month with a view to rolling it out to further stores at a later date.
The deal will see the Spanish fashion group, which is a rival to Zara owner Inditex, make its first foray to the UK.
Young fashion chain Springfield targets an urban streetwear market while Cortefiel brand is a contemporary older range with more tailoring.
Debenhams in London Oxford Street and Debenhams in Guildford will stock womenswear from both the Springfield and Cortefiel brands. The Guildford store will also carry Springfield menswear.
Springfield will offer T-shirts at £13 and jeans at £35, while Cortefiel prices will range from £45 to £100, with a tailored trouser at £55.
The arrangement is similar to a concession model, although Debenhams will staff the departments. A spokeswoman said that the brands would be rolled out to further stores if they were successful.
The deal is part of the department store’s strategy to better differentiate itself from its competitors and give it a point of difference in the increasingly crowded middle market which has been hit hardest by the slowdown in consumer spending.
The chain has been expanding its core Designers at Debenhams collections, and will be expanding its entire own label range to make up 80% of its offer, up from 70%, in the next two years.
The Cortefiel group has around 970 company owned shops and 345 franchise stores in 37 countries for its brands which also include lingerie chain Women’s Secret, womenswear chain Pedro del Hierro and upmarket suiting chain Milano.