Debenhams Group is making a significant push into the American market, introducing five of its best-known British fashion labels to some of the most recognisable department stores in the United States.
Coast, Warehouse, Oasis, Nasty Gal, and Karen Millen are now available online through Macy’s, Bloomingdale’s, and Nordstrom, reaching more than 350 million monthly shoppers. The move marks a bold step in the group’s international growth strategy, positioning its portfolio of distinctly British womenswear labels in front of an overseas audience with a proven appetite for UK fashion.
Momentum is reportedly already building. Macy’s launched a dedicated marketing campaign last month to highlight the arrival of Nasty Gal, while Bloomingdale’s and Nordstrom have also reported strong early engagement across the Debenhams portfolio.
Dan Finley, CEO of Debenhams Group, explained that the expansion aimed to bring the group’s British fashion labels to new audiences overseas. He noted that through these partnerships, the brands would reach millions of potential shoppers across the US, providing British fashion with an unprecedented platform in one of the world’s largest retail markets. Finley highlighted that the early interest in the labels demonstrated the international strength of British fashion and expressed confidence in building on this momentum with US partners.
The deals were facilitated through Refined Networks, a company that assists fashion and lifestyle brands in expanding internationally via online marketplaces.
The expansion comes at a challenging time for Debenhams Group. Finley, who was appointed last year, is leading a major turnaround following mounting losses and declining sales. In August, the group announced it was considering the sale of its PrettyLittleThing brand as part of a broader overhaul, having already achieved approximately US $ 61 million in annual savings and reduced its workforce by 30% to streamline operations.
Financial results showed a pre-tax loss of US $ 322 million for the year ending 28 February, up from a US $ 179 million loss the previous year, with revenues falling 17% to US $ 1.49 billion.
The firm is also embroiled in a dispute with Mike Ashley’s Frasers Group, which holds a near 29% stake in Debenhams. Frasers recently voted against a series of resolutions at Debenhams’ annual general meeting, signalling frustration over the company’s performance, which has seen its share value drop by more than half in the past year.
