Debenhams Launches its 'Diet in a Swimsuit'

LONDON, April 1, 2011 - Debenhams launches its innovative new 'Slimsuit' which has been dubbed a
'diet in a swimsuit' for its ability to create the illusion of instant
inch-loss.

The fashion retailer is expecting record sales of the swimsuit, following
customer research revealing that 92% of women dread getting into their
swimwear (www.debenhams.com/women/swimwear-beachwear) and 55% of those
questioned said they slimmed down prior to their holidays.

As a result, Debenhams took the measurements of 5,000 British women to
help create the perfect figure-sculpting shapewear swimwear. (
www.debenhams.com/women/swimwear-beachwear/shapewear)

Sasha Nagalingham, swimwear buyer at Debenhams said: "The challenge was
to use data to create a suit that accentuates the good bits, and smoothes the
lumpy bits without making women feel like they're wrapped in cling-film. It's
Spanx for the beach."

The majority of women (55%) agreed that the top body worry when stripping
off for the beach to put on a swimsuit or bikini (
www.debenhams.com/women/swimwear-beachwear/bikinis) was a flabby
tummy, with the need for bust support coming a close second (37%).

A staggering 98% of women identified feeling and looking 'shapeless' in a
swimsuit as one of their top five concerns.

Sasha continued: "All of our swimsuits already contain control panels but
our customers told us they expected more. This is a cheat's tool to getting
beach ready - and in less than 10 seconds.

"You cannot find this level of support and sculpting technology anywhere
else on the high street."

The 'Slimsuit' is constructed from two layers of fabric - the inner layer
is made from a specially designed heavier gage lining fabric which does the
miracle work, while the outer layer is a slinky micro fibre which gives the
suit a glamorous appearance.

Combining shapewear with traditional padded swimwear, (
www.debenhams.com/women/swimwear-beachwear/padded-push-up-swimwear)
moulded bust support lifts and separates breasts in a similar way to a bra.
The suit is sized by cup size as well as dress size to allow women to find
the perfect fit.

Extra strength through the waist panel creates a cinching effect and the
illusion of inch-loss, and a control panel simultaneously flattens the tummy.
Low rise legs ensure no bulges and a smooth curve in the hip.

Sasha added: "But it's not all about functionality - there's no point
cheating if it doesn't look effortless. We have spent as much time on the
look of the suit as we have on the construction of it.

"Women can expect to find rich jewel purple with glamorous detailing, a
beautiful chocolate rose print and classic black for a timeless look."

There are four different 'Slimsuits' available and are available in sizes
10 to 20 and up to an F cup.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
key product categories including womenswear, menswear, childrenswear, home
and health and beauty.

Debenhams is the second largest department store chain in the UK and
operates 167 stores in the UK, Republic of Ireland and Denmark, comprising
154 full departments stores and 13 Desire by Debenhams stores, which is a
small store concept featuring an edited product range. Debenhams also has 60
international franchise stores in 23 countries. Debenhams' online store is
available at www.debenhams.com.

Designers at Debenhams include Ted Baker, Jeff Banks, Jasper Conran,
Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi,
Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger,
John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

    PR contact:

    Carie Barkhuizen
    Debenhams PR Manager
    Womenswear, accessories and store PR
    33 Wigmore Street
    London
    W1U 1QX
    +44(0)8445-616161
    www.debenhams.com

PR contact: Carie Barkhuizen, Debenhams PR Manager, Womenswear, accessories and store PR, 33 Wigmore Street, London, W1U 1QX, +44(0)8445-616161