Online fashion group is in negotiations to open one store outside of London to help it secure major beauty brand deals.
The Debenhams brand could be on its way back to the high street, according to reports.
Online fashion group, Boohoo – which acquired the Debenhams brand and website earlier this year – has confirmed it is in negotiations to open “one store only” outside of London.
However, it stressed that there were no plans to open further physical stores beyond that, reported The Industry.Fashion.
The move is being made in order to help Boohoo secure deals with major beauty brands, it is understood. Beauty had been a successful category for Debenhams, but leading brands often insist that any retailer it supplies has at least one physical store.
The beauty offer on the relaunched Debenhams.com currently includes Benefit, Elizabeth Arden, Beauty Blender and Cosmedix, while it also carries fragrances from the likes of Calvin Klein and Chloe.
Before its collapse, Debenhams had six million beauty shoppers and 1.4 million Beauty Club members, according to The Industry.Fashion.
The beauty sector is one which has boomed during the pandemic. Next and Harrods are among retailers looking to open stores dedicated to the sector.
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