In the exclusive partnership, Debenhams will debut Permod’s “affordable, feminine and easy-to-wear fashion” with its Autumn/Winter 2013 collection in concessions located in its Cardiff, Manchester and Glasgow stores from this month. The French brand will also feature in the retailer’s brand new Oxford Street flagship store, which is currently undergoing a 25 million pounds transformation, when it's completed later this year.
The deal comes after the French brand successfully trialled its collections in four of the retailer’s Irish stores.
Debenhams group trading director Suzanne Harlow said: "Debenhams has a history of bringing the best fashion brands to the UK high street. Promod is an exciting addition to our strong portfolio of concessions and perfectly reflects our values of providing fabulous designs at fantastic prices.
Debenhams adds Promod to concessions portfolio
"Promod's inspiring collection includes timeless classics alongside the latest catwalk-inspired fashion pieces, for work, evenings out or casual wear at the weekends. Having already seen huge success across Europe, the Middle East, Africa and Asia, we're confident that Promod will be a hit on the UK high street."
Promod Country Manager Kate Rooney added: "The UK is a key market for us and we are very excited to be working with Debenhams. Its success on the UK high street is undeniable and Debenhams is the ideal partner for us to bring the Promod brand to British shoppers.
“Promod is always up to date on fashion trends and on what women want. Our clothes and accessories are simple, feminine, modern and affordable, and our fantastic Autumn/Winter collections are the perfect introduction to everything Promod represents.”
The French brand will release new themes and colours every two weeks and 1,500 items per season. Prices will start at 12.50 pounds, with key pieces for Autumn/Winter including printed peg trousers, embroidered denim dress, black tailored jacket and black and white jacquard skirt.
Founded in 1975 as a French family boutique, Promod operates across Europe, The Middle East and Asia and has 27 million customers per year with gross sales of more than 1 billion euros.
Promod joins Debenhams growing list of concession brands which includes Warehouse, Oasis, Miss Selfridge, Dorothy Perkins, Coast, and Lipsy.