Debenhams is hoping to steal the UK’s menswear crown from rivals Next and M&S by rolling one of its most successful new brands out to more stores.
The department store is currently third in terms of menswear market share and according to a spokeswoman is set to move up to number two this year.
Sailing brand Nautica, with which the department store secured an exclusive partnership last year, is launching in a further 30 stores this spring.
At present Nautica is available in 41 stores nationwide and online, following the brand’s launch in store last March, which ended the brand’s 10-year absence from the UK.
Last year, Debenhams trading director Adam Creasey told Drapers he saw Nautica eventually becoming an “all-store brand”.
The new deal means Nautica will be available in almost half of Debenhams’ UK stores from this month including Lincoln, Bath, Edinburgh and Cambridge, although not all stores will receive the full collection. The roll-out is being timed to coincide with the brand’s 30th anniversary in March.
A Debenhams spokeswoman said the decision to nearly double its presence had been taken “after a successful first year of trading”, adding it was “instrumental in Debenhams chasing market share”.
Although she declined to give specific figures, she said: “For an initial brand launch we consider ourselves successful, especially in the tough current climate.”
The brand is aimed at men aged between 35 to 50 and retail prices range from £20 for a baseball cap to £150 for a seersucker jacket.