Debenhams may develop its Edition concept for emerging designers into full Designers At ranges, according to the department store chain’s group trading director Suzanne Harlow.
The Edition concept, which will initially house ranges by a rotating roster of designers, was unveiled last month as Debenhams reported a 20.6% rise in pre-tax profits to £151m in the year to August 28, strongly driven by its designer collaborations.
Debenhams will reassess Edition after its first two seasons and decide whether to bring in new designers or evolve the portfolio into something bigger, including a full Designers At range, Harlow told Drapers.
“We have to reinforce to consumers that bringing design to the high street is something that we own,” she said. “It’s important that we continually evolve that offer and concept. We have big established designers who have been working for us for 10 years [as part of] Designers At Debenhams.”
Editions will launch for spring 11 in selected stores with ranges by footwear designer Jonathan Kelsey, design duo Preen, and London Fashion Week designer Jonathan Saunders. It will be rolled out to
30 flagship Debenhams stores by autumn 11, when it will also include a range by womenswear designer Roksanda Ilincic, who already designs for premium chain Whistles.
The department store’s established Designers At ranges include Butterfly by Matthew Williamson and J by Jasper Conran.