The home collection will initially launch with three designers – Carol Lake, Yukari Sweeney and Ashley Thomas – but will mirror the Editions fashion concept, where capsule ranges from ‘edgier’, up-and-coming designers are introduced in new seasons.
The debut ranges, which include soft furnishings and kitchenware, will hit stores in March. They will all have a British theme running through the designs, from chintzy to London landmarks.
The British theme is part of Debenhams’ wider strategy for its home offer next year, with ‘heritage’ designs intended to cash in on the mood during the Olympic and Jubilee year.
Although Debenhams is not a sponsor of the London 2012 Games, it has bought in a range of official Olympics merchandise, which will go on sale in spring, featuring alongside ‘street party, London-centric’ lines.
Union Jack and royal-themed designs will dominate the new ranges, such as corgie cushions and Big Ben lamps.
Homeware will also be boosted with the expansion of its J By Jasper Conran collaboration into cookware in spring.
New ranges in other departments include the launch of a Jenny Packham-designed occasionwear, kids offer and accessories line, and the expansion of its Frost French range – the label jointly-owned by Sadie Frost - into loungewear.
Debenhams also plans to scale up the premium offer within its beauty department next year. For the first time, brands such as Chanel and Dior will be more widely available in Debenhams regional stores.
This article was first published on marketingmagazine.co.uk