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Weird Fish set for Debenhams surge

Ethical lifestyle brand Weird Fish is gearing up to almost double the number of Debenhams stores it is stocked in as part of plans to expand its bricks-and-mortar and online presence.

The Cheltenham-based business said it was on course to be stocked in 150 Debenhams stores by next spring, up from its current 80.

The news comes as Weird Fish opened its first London standalone store last week, at Westfield Stratford City.

The business, which has 16 stores across the Southwest, including in Bath, Truro and Newquay, saw profits hit £1m last year. Sales reached £12m.

Managing director John Stockton said it would open two more stores this year, in Portsmouth and Dartmouth.

“We aim to achieve a turnover of £14m this year and have just taken on a head of ecommerce for the first time to help us achieve growth online,” said Stockton.

Meanwhile, the brand has moved half of its manufacturing to Europe from Asia to speed up lead times.

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