House of Deréon, the womenswear brand owned by pop superstar Beyoncé Knowles and her mother Tina Knowles, is to debut in the UK with an exclusive collection in Selfridges this September.
The brand’s autumn 11 collection (pictured) will launch at Selfridges in London with a special event featuring Beyoncé herself during London Fashion Week, after which a UK roll-out is planned from mid-October for its cruise collection, with plans to sign between 75 and 100 stockists within a year.
According to Tony Pessok, UK managing director of Icer Brands in London, which is distributing the brand in the UK and Europe, 30 key retailers will stock the brand after its Selfridges launch.
These include premium indies Pilot in Leicester, Fashion Rocks in Sheffield’s Meadowhall, and Sisters of Falkirk in Scotland, as well as Fenwick department stores in London’s Brent Cross and Newcastle.
Icer Brands has signed a seven-year deal with House of Deréon and was bullish about plans for long-term growth.
“This is not just a US collection simply launching in Europe, it is its own collection and there is a British designer on board who has been working with Tina Knowles,” said Pessok.
House of Deréon is aimed at women aged between 21 and 40. The brand’s autumn 11 collection is made up of about 45 to 50 styles including dresses, woven and knit tops, sweaters, outerwear and denim.
House of Deréon is named after Tina Knowles’ mother Agnés Deréon, who is said to have been a talented seamstress.
Prices for the collection range from £16 to £40 at wholesale, with an average mark-up of between 2.7 and 2.8. The average retail price of the pieces is about £60.