Selling house brands via third-party platforms in the UK and internationally is a key part of Debenhams’ strategy for growing sales, the business said yesterday.
House brand Faith is now the “number two footwear brand on Asos” and has recently launched on Lipsy’s website, Debenhams’ group trading director Suzanne Harlow said today. Another house brand, Butterfly by Matthew Williamson, launched on Asos and Lipsy in summer.
The retailer is also about to sign a deal with two international platforms, although it would not disclose which ones.
“These are additional sales from a different customer to our core shopper,” Harlow said. “Faith is a good brand to start with as we can dial up or dial down the range – Asos for example buys the more fashionable end of the collection.
“It is a quicker way to expand internationally and requires less capital investment.”
Debenhams has also launched a localised Australian website this year and established a partnership with Pepkor SE Asia, a subsidiary of the Steinhoff group, to distribute selected Debenhams brands into Pepkor’s Harris Scarfe stores.
It will open its first Debenhams franchise store in Melbourne next year.
Earlier today, Debenhams revealed group like-for-like sales edged up 0.7% in the 53 weeks to 3 September, as strategic growth of the beauty, gift, swimwear and food categories helped to offset the weak clothing market.