Debenhams Group has announced a new licensing partnership with Revolution Beauty to develop and distribute beauty and fragrance products across several of its brands, including PrettyLittleThing, Karen Millen and boohooMAN
Debenhams has announced a new licensing agreement with Revolution Beauty that will see them develop beauty and fragrance products across their brands. The new partnership license is set to combine Debenham’s Group strength and reach with Revolution Beauty’s expertise in developing, manufacturing and distributing beauty products.
The first collections are expected to launch ahead of Christmas and will include fragrance and gifting ranges for PrettyLittleThing, Karen Millen and boohooMAN. Further launches are then planned to appear across a number of Debenhams Group brands.
It is proposed then that shoppers will be able to buy products from Debenham Group channels and selected retail partners. Dan Finley, CEO of Debenhams Group, said they look forward to seeing the first launch of the beauty and fragrance products.
Dan said: “We’ve been clear that we see significant global licensing opportunities for our brands, and this agreement with Revolution Beauty is a direct expression of our asset-lite strategy in action. Beauty is one of the most compelling category opportunities available to us and Revolution Beauty has the relationships and capability to bring tailored collections to market across the full portfolio. We look forward to seeing the first launches come to life.
“The agreement is structured as a royalty-based license, where Revolution Beauty assumes full responsibility for manufacturing, product development and worldwide distribution and will pay to Debenhams Group an industry-standard royalty based on sales of the products developed.
“Debenhams Group retains brand approval rights over all products, packaging, marketing, and retail channel decisions. This transaction is consistent with Debenhams Group’s strategy of generating significant recurring royalty income from its IP portfolio through global licensing opportunities, extending its brands into high-growth adjacent categories, and accelerating its transition to an asset-lite business model.”
Tom Allsworth, CEO of Revolution Beauty, said they have already had positive feedback about their concept fragrance products. Tom said: “We’re delighted to formally announce our partnership with Debenhams Group.
“The team at Revolution is already at an advanced stage in developing fragrance products that will launch nationally and internationally through a number of our retail partners. The early reaction to the concepts we have tested has been exceptionally positive.
“Since returning to the business last year, our relationship with Debenhams Group has been completely reset and it is gratifying to see that reflected in a formal partnership between the two businesses.
“By combining the strength of Debenhams Group’s brands with Revolution’s expertise, we believe these licences can become a significant growth opportunity for both businesses.”







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