Debenhams expands into US with department store deal

Debenhams Group has expanded into the US, with its fashion brands now available through the online marketplaces of Macy’s, Bloomingdale’s and Nordstrom.

The move marks a “significant step” in Debenhams Group’s international growth strategy and “reflects the strong overseas appetite” for British labels, including Coast, Warehouse, Oasis, Nasty Gal and Karen Millen.

Macy’s, Bloomingdale’s and Nordstrom together attract over 350 million shoppers every month, giving Debenhams brands access to one of the largest fashion customer bases in the US.

Macy’s launched a dedicated marketing campaign last month to promote the arrival of Nasty Gal, while Bloomingdale’s and Nordstrom also reported “immediate” customer engagement with the Debenhams brands. 

The rollout is being delivered in partnership with Refined Networks, which works with lifestyle and fashion labels to expand into new territories. More than 30 British brands are launching in the US through the platform this year.

Dan Finley, CEO of Debenhams Group, said: “Launching into the US is about bringing our much-loved British fashion labels to new audiences overseas, starting with some of the most iconic department store names in the market. 

“Through these partnerships, our labels will now be in front of millions of potential shoppers across the US giving British fashion an unprecedented platform in one of the world’s largest retail markets. The appetite we’re already seeing for our labels underlines the strength of British fashion internationally, and we’re excited to build on that momentum with our US partners.”