Debenhams has acquired a minority stake in on-demand beauty services brand Blow Ltd, as it continues to ramp up its focus on this category.
The retailer said the move would give it “a disruptive proposition in the large but fragmented beauty services market via a tech-enabled premium service provider”.
The investment will see Blow Ltd “bars” set up in Debenhams stores, offering blow-drys, make up and nail services. The Oxford Street, Birmingham Bull Ring and Manchester stores will launch Blow Ltd bars this autumn, with other sites set to follow.
Debenhams CEO Sergio Bucher said: ”The step is a strategic move which ties into multiple facets of our Debenhams Redesigned strategy. This will allow us to scale up our beauty services offer rapidly and bring brands closer to customers both in store and in their own homes.
”Through partnering with Blow Ltd. Debenhams can adopt an entrepreneurial approach to a growing market, acquiring external expertise with flexibility and low overhead commitments.”