Preen joins Debenhams’ Designer portfolio
British fashion designer duo Justin Thornton and Thea Bregazzi are the latest to join the Designer at Debenhams portfolio in a move expected to bring a breath of fresh air to the retailer’s designer fashion offering.
Launching for Spring ’17, Studio By Preen will enter 30 Debenhams stores in the UK and three international markets with a range of straight off the catwalk styles at high street price points.
The line fill offer a contemporary mix of wardrobe essentials inspired by Preen mainline’s signature prints and shapes. The first collection will feature 48 pieces, including the brand’s signature wrap dress in distinct stripe with vibrant pop of red, a frill and gingham checked trench and colour blocking on knitwear.
The announcement follows increased customer demand for the brand’s feminine products, which have been stocked by the department store through the /Edition by Preen collection since 2011.
“We are delighted to launch Studio by Preen as part of our Designer’s at Debenhams offering,” commented Trading Director Sara Stern. “We have seen increased appetite for the use of distinct fabric prints and detailing as well as more structured shapes, which the brand is noted for.”
“This move into the Designer at Debenhams stable enables us to offer a wider selection of garments, to tell a fuller trend story and truly create a high street offer that is inspired by the Preen collections. We are excited to offer this in extended Debenhams stores as well as offer the range to international territories for the first time,” added Preen designer Justin Thornton.
The launch of Studio by Preen comes months after UK reports surfaced claiming that Debenhams would scrape or reduce some of its designer collections under the direction of new CEO Sergio Bucher.
The British department store hopes to freshen up its Designer at Debenhams offer by cutting back on some of its long-time designer partnerships, including collaborations with Betty Jackson and Jeff Banks.
67-year-old London designer Betty Jackson was one of the first signings of the Designers At Debenhams initiative, and 73-year-old Warehouse co-founder Jeff Banks joined the company’s portfolio in 2001.
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