Debenhams is introducing five new Scandinavian womenswear brands for spring 18, as part of the department store chain’s strategy to overhaul its brand mix.
Curated collections from mbyM, Stella Nova, Lolly’s Laundry and Six Ames will be launched in selected store and online from this month. There will be new drops every six to eight weeks, as well as exclusives to Debenhams.
Retail prices range from £30 to £180.
The collections will be available at London’s Oxford Street, Manchester’s Trafford Centre, Westfield Shepherd’s Bush, Glasgow, Liverpool, Henry Street in Dublin, the Metro Centre and Birmingham. Two further stores will be added for autumn 18.
Steven Cook, Debenhams managing director for fashion and home, said: “The Debenhams Redesigned strategy details our intention to offer customers a curate choice of differentiated brand be that our own collections as well as third party brands.
“Debenhams owned Magasin in Denmark has already seen great success in offering customers niche style brand and we believe there is scope for this to work in the UK too.”