Boohoo has made a move into bricks-and-mortar stores after signing an exclusive deal with Middle Eastern operator Alshaya group.
The fast-fashion giant will work with Alshaya to accelerate Debenhams’ presence in the region featuring Boohoo’s various brands.
Alshaya, which already operates Debenhams stores in shopping malls, will have exclusive rights to operate the brand both in store and online in Kuwait, Saudi Arabia, UAE, Bahrain, Egypt, Oman and Qatar.
The partnership will see Boohoo’s brands – which include Boohoo, BoohooMan, PrettyLittleThing and NastyGal – in Debenhams stores from the final quarter of 2021 and also on a new local online platform across the Middle East from early 2022.
Boohoo chief executive John Lyttle said: “I am delighted to be working with Alshaya to operate Debenhams in the Middle East.
“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.
“It also offers a new route to market for brands within the Boohoo group, raising their profile in a growing new market.
“This is a great step as we progress the integration of Debenhams and look at wholesale partnership opportunities to continue to scale the group.”
The move comes just days after fast-fashion rival Asos announced its brands would be available in physical stores for the first time due to its new partnership with US department store operator Nordstrom.
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