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Little Mistress launches Debenhams concessions and plots international rollout

Little Mistress opened its first concessions in Debenhams this week and unveiled plans for a wider retail rollout across the UK, China and the Middle East.

Little Mistress Debenhams

Little Mistress Debenhams

The young women’s fashion business has opened concessions in the Oxford Street, Croydon and Romford branches of Debenhams. A further eight are scheduled to launch in Cardiff, Liverpool, Glasgow, Bristol, Manchester, Derby, Newcastle and Dublin by mid-March. A concession at in Intu Lakeside is Essex will follow in June.

Little Mistress hopes to expand into 100 Debenhams stores in the UK and Ireland by 2017.

The concessions are between 438 sq ft and 819 sq ft and incorporate the Little Mistress, Paper Dolls and Girls on Film brands.

Little Mistress previously had 100 concessions in Arcadia fascias and New Look from 2009 until 2011 but closed them to focus on launching its wholesale business. It now has 220 wholesale stockists.

Mark Ashton, chief executive of Little Mistress Group, told Drapers the move back into retail was spurred by demand from shoppers.

“Debenhams approached us because they were being asked for it and when we saw the adjacencies – we’re beside Miss Selfridge, Warehouse and Oasis – and the top stores they were offering it made sense. We have our own team running it and we have invested heavily in the shop fit. We have full control.”

Little Mistress appointed former Dorothy Perkins Oxford Street manager Natalie Sweeney as area manager for the UK last October.

The business is in talks with potential partners to open franchise stores across the UK and seeking licence partners for footwear and accessories.

Internationally, it is on the verge of signing a deal to roll out franchise stores in China in 2017 and in talks with Alshaya Group to launch in the Middle East.

Readers' comments (1)

  • Fab Frocks

    I wonder how independents feel when a brand rolls out into a high street multiple? Is there a conflict between having boutique stockists and the brand being on a high street perhaps just a few miles away? What do you all think?

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