- Advertisement -
Tuesday, May 30, 2023
Home Functional Fashion Boohoo partners with Alshaya to grow Debenhams in Middle East

Boohoo partners with Alshaya to grow Debenhams in Middle East

British online fashion retailer Boohoo (BOOH.L) has formed a partnership with Kuwait-based Alshaya Group to build its Debenhams brand in the Middle East region, it said on Wednesday.

Boohoo, which sells clothing, shoes, accessories and beauty products aimed at 16 to 40-year olds, purchased the Debenhams brand out of administration for 55 million pounds ($76 million) in January.

Boohoo-Alshaya-Debenhams-Middle-East
Figure: Boohoo partners with Kuwait’s Alshaya to grow Debenhams in the Middle East. Courtesy: Collected

It said Alshaya, a franchise operator which runs Debenhams stores in shopping malls, will have exclusive rights to operate the stores and a local e-commerce platform in Kuwait, Saudi Arabia, the United Arab Emirates, Bahrain, Egypt, Oman and Qatar.

Boohoo’s says it seeks to work with strategic wholesale partners in key regions to extend its reach. The Alshaya partnership will see Boohoo brands in Debenhams stores from the fourth quarter of 2021 and on a new local online platform across the Middle East from early 2022.

“The Debenhams brand has been popular in the region for a number of years so this is a great opportunity to build on the existing brand awareness, while expanding the product ranges and brands available to customers,” said Boohoo Chief Executive John Lyttle.

“It also offers a new route to market for brands within the boohoo group, raising their profile in a growing new market.”

Shares in Boohoo, down 15% so far this year, closed Tuesday at 291.4 pence, valuing the business at 3.7 billion pounds.

Last month Boohoo showed it had weathered negative publicity over its supply chain failings, reporting a 32% rise in first quarter sales, benefiting from rising demand as lockdown restrictions eased.

Related News

Functional Fashion Issue 04 week 10

 Download now  

Boohoo launches first pop-up shop in London to showcase new arrivals

Fashion retailer Boohoo has announced the opening of its very first pop-up store in Central London on Great Portland Street. The store opened on March...

Sweden and Indian researchers create new technology to purify tainted water

Researchers from Malaviya National Institute of Technology, Jaipur in India and Chalmers University of Technology in Sweden have created a new technique that quickly...

NC State separates mixed cotton from polyester by using enzymes in US

A team at North Carolina State University (NC State) has developed an enzyme-based method for separating mixed cotton and polyester fabric in the US....

H&M donates books and dressmaker mannequins to CIEOSH and BUFT

H&M Group, a multinational clothing giant, contributed books and dressmaker mannequins to the BGMEA Centre of Innovation, Efficiency and Occupational Safety and Health (CIEOSH)...

More like this

Functional Fashion Issue 04 week 10

0
 Download now  
Boohoo launches first pop-up shop in London to showcase new arrivals

Boohoo launches first pop-up shop in London to showcase new arrivals

0
Fashion retailer Boohoo has announced the opening of its very first pop-up store in Central London on Great Portland Street. The store opened on March...
Sweden and Indian researchers create new technology to purify tainted water

Sweden and Indian researchers create new technology to purify tainted water

0
Researchers from Malaviya National Institute of Technology, Jaipur in India and Chalmers University of Technology in Sweden have created a new technique that quickly...
Blended cotton polyester

NC State separates mixed cotton from polyester by using enzymes in US

0
A team at North Carolina State University (NC State) has developed an enzyme-based method for separating mixed cotton and polyester fabric in the US....
H&M donates books and dressmaker mannequins to CIEOSH and BUFT

H&M donates books and dressmaker mannequins to CIEOSH and BUFT

0
H&M Group, a multinational clothing giant, contributed books and dressmaker mannequins to the BGMEA Centre of Innovation, Efficiency and Occupational Safety and Health (CIEOSH)...
- Advertisement -