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Debenhams partners modest fashion brand

Debenhams will stock clothing from London-based modest fashion brand Aab in its UK and international stores.

Aab was founded in 2007, and currently has two of its own stores, in the East Shopping Centre in London and at The Broadway in Bradford. Last year, the brand was named the 14th most popular Muslim ecommerce business globally by Reuters.

Aab will open a pop-up shop-in-shop in Debenhams’ Oxford Street store in central London in May, followed by the Debenhams in Birmingham Bullring, Westfield London, Trafford Centre Manchester and Leicester. It is first modest fashion brand to be carried by the retailer.

The range will also be rolled out across 14 international Debenhams stores across the Middle East and Asia Pacific, including in Dubai, Kuwait and Kualar Lumpur.

Jeanette Whithear, international trading director at Debenhams, said: “Adding Aab to our product mix enables us to offer collections that are highly relevant in both international markets and to our domestic customers, and is a step closer to creating a product offer that caters for broader customer needs.”

The modest fashion market has been growing rapidly in the UK and internationally, fuelled by the rising spending power of modest dressing Muslims.

This collaboration will see Debenhams tap into a market that is estimated to reach $484bn (£367bn) in value globally by 2019, according to research from Reuters and Dinar Standard.

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