DEBENHAMS has unveiled its latest womenswear collection created by one of the Duchess of Cambridge’s favourite designers, as part of the retailer’s ongoing move to grow its market share of occasionwear ahead of its rivals.
British designer Jenny Packham – also a favourite among Hollywood A-listers – will launch an affordable range of dresses, accessories and childrenswear across 72 of Debenhams’ 166 stores in April and will expand into a further 56 later in the year.
The announcement comes as Debenhams’ chief executive Michael Sharp said the group enjoyed a better-than-expected Christmas, largely due the success of its Designers at Debenhams ranges, which are sold on an exclusive basis.
The department store said its best-performing designer range was the young fashion range H by Henry Holland.
Packham is best-known for her bridalwear and the new collection “No. 1 Jenny Packham” will cater for bridesmaids and wedding guests, with prices ranging between £85 to £160.
Debenhams also announced an exclusivity deal last week with the US casual clothing brand Nautica.
