Boohoo to grow Debenhams brand in the Middle East in new partnership

Boohoo to grow Debenhams brand in the Middle East in new partnership with global retail giant Alshaya

Fast fashion specialist Boohoo to sell its clothes in Debenhams’ stores in the Middle East

Boohoo’s clothing will be sold in Debenhams stores across the Middle East as part of a new partnership.

The fast-fashion specialist, known for its £3 t-shirts and dresses, announced it will be renewing Debenhams’ franchise agreement with Alshaya, placing Boohoo products in permanent stores for the first time.

It comes days after online-only Asos said its clothes would be sold in stores in the US for the first time, in a partnership with Nordstrom. Alshaya will have exclusive rights to operate Debenhams stores in seven countries, including Saudi Arabia, Bahrain, Egypt and Qatar.

It already has eight Debenhams stores in the UAE.

Boohoo, hit by a sweatshop scandal in Leicester’s supply chain, bought the Debenhams brand and website from the administration in January for £55 million.

The Debenhams name lives on in the Middle East and the Boohoo brands will be available from the end of this year and online from 2022.

Boohoo boss John Lyttle said, “This is a great opportunity to build on existing brand awareness.”

The company has selected well-known high street brands such as Warehouse, Coast, Oasis, Dorothy Perkins and Burton at bargain prices during the pandemic.