Debenhams Announces the Addition of Four New Designers to its RangeBy Debenhams, PRNE
Monday, October 25, 2010
LONDON, October 26, 2010 - Debenhams has announced the addition of four new designer names to its
fashion range; Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda
Ilincic, who will be working with the retailer on a fresh new concept called
Edition will be fluid, allowing Debenhams to bring both the fashion
industry's emerging and established talent to shoppers across the country.
However, unlike other competitor collaborations, these designers will work
with the retailer for a minimum of four seasons.
Edition will debut in stores and online in spring 2011 with clothes from
Jonathan Saunders and Preen and an accessories offer from Jonathan Kelsey.
Roksanda Ilincic will join the other designers with her collection in the
In store Edition will cover approximately 500 sq ft of space across 30
stores. Glass and monochrome fixtures will be finished with premium chrome
fittings, providing a clean, gallery-style space that will make the clothing
The launch further supports Debenhams' strategy of shifting the balance
towards own bought product ranges, underlining the department store's
position as the home of well-priced, accessible design.
"Edition is the perfect vehicle to introduce new creative talent with the
goal of finding the next generation of Designers at Debenhams," said
Debenhams deputy chief executive, Michael Sharp,
"We are delighted to be working with Jonathan, Preen, Roksanda and
Jonathan. Through this partnership, more customers than ever before can have
access to great British design from more of the country's most critically
acclaimed designers," added Michael.
Jonathan Saunders commented: "I'm thrilled to be a part of this exciting
new collaboration with Debenhams Edition. It's exciting to be able to design
for a new market and the team at Debenhams have done a fantastic job of
producing pieces that give the customer great quality product at an
"The goal was to create a collection that was simple, modern and wearable
with a focus on clean cuts and fresh colour."
The Jonathan Saunders collection for Edition is a capsule collection of
approximately 35 pieces with a clean understated feel. Jonathan's offering
uses fresh colours and prints to create a wearable range with his true
Preen for Edition is another capsule collection offering directional but
accessible clothing, embodying the intricate detailing associated with the
Preen brand. Complimenting this will be a range of modern separates giving
customers the opportunity to mix and match.
As Debenhams' first footwear specialist, Jonathan Kelsey for Edition
features a range of accessories including shoes and bags that can be used
from day through to evening. The collection delivers Jonathan's signature
style while offering something new and directional to the Debenhams customer.
As well as the aforementioned designers, Roksanda IIincic's Edition
collection for Debenhams will land in stores in autumn 2011.
Debenhams is a leading department stores group, and has a strong presence
in key product categories including women's fashion, luggage
(www.debenhams.com/home-furniture/cushions-throws-rugs), home ware
and cutlery (www.debenhams.com/home-furniture/cutlery). Debenhams
also stocks major brands including pots and pans from Le Creuset
Further press information
Carie Barkhuizen Debenhams PR Manager 33 Wigmore Street London W1U 1QX +44(0)20-7408-3298
Carie Barkhuizen: Debenhams PR Manager, 33 Wigmore Street, London, W1U 1QX, +44(0)20-7408-3298
Tags: Debenhams, London, October 26, United Kingdom