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Debenhams has announced plans to launch a new division for premium brands on its website as it looks to become a “great British digital department store”, according to Drapers.
The Boohoo Group-owned brand is set to launch the new premium fashion division on its website later this year and are already in talks with potential brand partners.
However, Debenhams has not revealed the price points for the brands it’s targeting.
In January 2021, Boohoo acquired all of the intellectual property assets of Debenhams in a £55m deal.
Dan Finley, CEO of Debenhams told Drapers: “With premium brands, they will have an elevated presence [on our website] and we want to be the extension of their direct to consumer strategy. It is part of the company’s plan to become the great British digital department store.
“Debenhams was always a destination where people could go and get great brands. It was accessible no matter how much you want to spend whether it’s £20 or £200. The great thing about Debenhams is that it’s a marketplace-led and commission-based business.”
He added: “We are not our own brand-first. We have to showcase and sell brands at their best and it has to be win-win because we don’t make commission if we don’t sell the brands.
“So we are focused on building our proposition to the consumer, principally focused on fashion, home and beauty, with a combination of everyday brands and premium brands. We want to build it back bigger, bolder and better as the great British digital department store.”
