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Debenhams Group and Revolution Beauty have signed a licensing partnership to develop beauty and fragrance products across multiple fashion brands.
The first collections will launch ahead of Christmas and will include fragrance and gifting ranges for PrettyLittleThing, Karen Millen, and boohooMAN. Further product launches are planned across additional portfolio brands, with items sold via existing channels and selected third-party retailers.
Under the terms of the royalty-based licence, Revolution Beauty will handle all product development, manufacturing, and global distribution. Debenhams Group will receive an industry-standard royalty based on sales while retaining final approval rights over products, packaging, marketing, and retail channels.
The agreement forms part of a wider strategy by the digital retail group to transition toward an asset-light business model by generating recurring income from its intellectual property.
CEO of Debenhams Group, Dan Finley, said: “We have been clear that we see significant global licensing opportunities for our brands, and this agreement with Revolution Beauty is a direct expression of our asset-lite strategy in action. Beauty is one of the most compelling category opportunities available to us and Revolution Beauty has the capability and relationships to bring tailored collections to market across the full portfolio. We look forward to seeing the first launches come to life.
“The agreement is structured as a royalty-based license, where Revolution Beauty assumes full responsibility for product development, manufacturing, and worldwide distribution and will pay to Debenhams Group an industry-standard royalty based on sales of the products developed. Debenhams Group retains brand approval rights over all products, packaging, marketing, and retail channel decisions.”
Finley added: “This transaction is consistent with Debenhams Group’s strategy of generating significant recurring royalty income from its IP portfolio through global licensing opportunities, extending its brands into high-growth adjacent categories, and accelerating its transition to an asset-lite business model.”
CEO of Revolution Beauty, Tom Allsworth, said: “We are delighted to formally announce our partnership with Debenhams Group. The team at Revolution is already at an advanced stage in developing fragrance products that will launch nationally and internationally through a number of our retail partners. The early reaction to the concepts we have tested has been exceptionally positive.
“Since returning to the business last year, our relationship with Debenhams Group has been completely reset and it is gratifying to see that reflected in a formal partnership between the two businesses. By combining the strength of Debenhams Group’s brands with Revolution’s expertise, we believe these licences can become a significant growth opportunity for both businesses.”
