boohoo group plc, a leading global digital retailer and fashion group, is bringing a cool new collection of brands to Debenhams stores to the region, with a staged rollout beginning in the UAE. The new brands are part of boohoo group’s exclusive partnership agreement, announced in July 2020, with Alshaya Group, one of the world’s foremost international franchise operators. 

 From October 2021, UAE branches of Debenhams, an international retail franchise renowned for its wide-scale offering and constantly evolving fashion, beauty, and home product ranges, will benefit from exciting brands from boohoo group’s fresh, youthful fashion brand catalogue, with boohoo, boohooMAN and Misspap launching in October 2021, Karen Millen in November 2021 and Nasty Gal making its debut in 2022.  Similar staged rollouts will continue into other markets across the region during the remainder of 2021 and the first part of 2022. 

These new names join the wide variety of revitalised boohoo group brands already available at Debenhams, including Burton, Coast, Dorothy Perkins, Oasis, Wallis and Warehouse.

 boohoo, a girl’s best fashion friend, is an energetic and inclusive global brand that offers unbeatable choice and superb quality at excellent price points; Karen Millen, founded by Karen Millen in 1981, creates pieces made to be worn and loved forever, with a key emphasis on craftsmanship and fit; Misspap is a premium going out brand with a heavy focus on dresses and tailoring. Offering exclusive design pieces for every occasion, the brand creates quality, iconic and ‘wear forever’ hero pieces; boohooMAN, a trend-led menswear brand, offers tailored and size-inclusive fashion for trend-conscious young men.

In addition to the in-store launch of the boohoo group’s fashion brand collection, Debenhams is set to enhance its retail evolution by expanding the Debenhams brand online, with the launch of Debenhams.com in early 2022 which will include boohoo brands, along with over 100 other favourites.

 Keep an eye on Debenhams’ social channels for news and updates on the launch.

Debenhams on Instagram: instagram.com/debenhamsmiddleeast

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