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Debenhams - brands

MEA

Utilising their experience as a premium cosmetics retailer, Debenhams was the first UK department store to create its own skincare range. 'MEA' has already become one of the top ten colour cosmetics brands sold at Debenhams.

Media and Entertainment department

This department is positioned to meet the growing demand for electronic products. In line with their brand strategy, the department is a combination of their own exclusive brand, Lecson and international brands such as Sony, Panasonic and Philips. Products from their Lecson own-brand range have won a number of awards for value and features. The department was launched in 39 stores in October 2000, focussing on a range of new 'must have' products presented in a customer-friendly environment offering outstanding customer service. This has now been rolled out to further stores due to its continuing success.

Designers at Debenhams

Customer's appetite for designer brands continues to grow. 'Designers at Debenhams' ranges offer aspirational merchandise at affordable prices. These ranges now offer even better value for money, and have an increasingly high profile throughout their stores.
With over 26 designer brands, including J by Jasper Conran, Pearce II Fionda by Ren Pearce and Andrew Fionda, Philip Treacy, BDL by Ben de Lisi, Lulu Guiness, and G by Maria Grachvogel. Debenhams aim to make these existing brands bigger, whilst continuing to introduce new designer brands.
The largest recent designer launch was ROCHA, John Rocha. This Dublin-based, internationally acclaimed designer is distinctive for his innovative use of textiles and embellishment. Other new 'Designers at Debenhams' are John Richmond, who has designed a collection of womenswear called JOHN, Anna Scholz, who has launched a range of womenswear from sizes 12-26. Janet Reger has created a lingerie collection, Reger by Janet Reger, and they have a nightwear collection by Abe Hamilton, The Celebrity underwear range, modelled and endorsed by Caprice, is in 60 stores. Jasper Conran's range of childrenswear launched in Spring 2000, 'junior j', is being expanded.
Jane Asher has launched a range of cookware for our Homeware department. All these designer collections are exclusive to Debenhams.

International brands

In total, Debenhams sells over 500 international brands. They are the UK's number one retailer of many international brands, including Estée Lauder, Clinique and Clarins; Meyer, Portmeirion and Viners-Oneida; Ben Sherman; Playtex and Lepel. Recently introduced brands include Kickers, Ted Baker Endurance and Morgan.

Gifts, games and gadgets

The gift business has grown substantially across the store portfolio. They are maximising the forecast growth in gifts and board games to make Debenhams the destination for Christmas gift shopping. In line with their strategy, their gift range will comprise of own brands, international brands and designer brands. Key product areas for gifts are technical gadgets and own brand, Equipment.

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