Pineapple Clothing will launch on Next Label this month as it explores new wholesale partnerships following the end of its 20-year licensing deal with Debenhams.
The women’s and children’s wear brand, which celebrates its 40th anniversary this year, will no longer be stocked in Debenhams stores or online after this season.
Pineapple founder Debbie Moore told Drapers Debenhams had made a strategic decision to move away from licensing.
A spokeswoman for Debenhams confirmed that the licensing agreement with Pineapple “came to a natural end”, but did not comment further on the wider strategy.
As well as entering new wholesale partnerships, Pineapple will relocate its own retail store from 16 Langley Street in London’s Covent Garden to a nearby unit at 8 Mercer Court at the end of March.
Meanwhile, the company is investing in replatforming its website and improving its digital engagement.