This partnership marks a further step as the group accelerates progress integrating and scaling the Debenhams brand.
The Alshaya Group, which currently runs Debenhams stores in shopping malls, will have exclusive rights to operate the department stores and a local ecommerce platform in Kuwait, Saudi Arabia, UAE, Bahrain, Egypt, Oman and Qatar.
This partnership will also see Boohoo brands in Debenhams stores from Q4 2021 as well as on a new local online platform across the Middle East from early 2022.
John Lyttle, CEO, Boohoo, said: “The Debenhams brand has been popular in the region for a number of years so this is a great opportunity to build on the existing brand awareness, while expanding the product ranges and brands available to customers.
“It also offers a new route to market for brands within the boohoo group, raising their profile in a growing new market. This is a great step as we progress the integration of Debenhams and look at wholesale partnership opportunities to continue to scale the group.”
John Hadden, CEO of the Alshaya Group, added: “In a new chapter for Debenhams, we look forward to enhancing customer choice by bringing exciting new fashion brands to the region and by expanding the Debenhams brand online.
“Alshaya already has the region’s largest digital footprint but I know the team are looking forward to learning from such acknowledged global ecommerce experts.”