Debenhams Group – previously the Boohoo Group – said the move gives it access to one of the largest fashion customer bases in the US.
It says the move places British fashion directly in front of millions of American shoppers through some of the country’s most iconic department store names.
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It marks a significant step in Debenhams Group’s international growth strategy and reflects overseas demand for British labels.
The expansion is being delivered in partnership with Refined Networks, which works with leading fashion and lifestyle brands to scale internationally and connect with new customers through online marketplaces.
Dan Finley, CEO of Debenhams Group, said: “Launching into the US is about bringing our much-loved British fashion labels to new audiences overseas, starting with some of the most iconic department store names in the market. Through these partnerships, our labels will now be in front of millions of potential shoppers across the US, giving British fashion an unprecedented platform in one of the world’s largest retail markets. The appetite we’re already seeing for our labels underlines the strength of British fashion internationally, and we’re excited to build on that momentum with our US partners.”
This expansion forms part of the retailer’s strategy to scale its portfolio of brands globally, using a marketplace-led model to open up access to new geographies and connect its labels with fashion-conscious customers worldwide.
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