Debenhams launches first athleisure range

By

Barbara Santamaria

Published
Dec 21, 2016

Debenhams will be launching its first ever athleisure range in January as it reveals an exclusive deal to offer the Nine by Savannah Miller athleisure collection.

The British retailer is reported to be in the middle of a shop-floor shake up, which will see some of its longstanding designer collaborations scrapped or reduced, including collections by Betty Jackson and Jeff Banks.

It is believed the retailer is planning to decrease its dependence on clothing for higher growth categories such as beauty abd gifts. However Debenhams has confirmed its ongoing commitment to designer fashion by announcing the exclusive launch of a collection designed by Savannah Miller, who is part of its Designers at Debenhams portfolio.

Launching exclusively in mid-January, the athleisure collection draws inspiration from classic ballet shapes and colour palettes. From flowing fluid silhouettes to full body catsuits, featuring distinctive detailing with flattering fits, each item is designed to provide ultimate comfort and style perfect to take from Pilates to lounge wear.

With 240 stores across 27 countries, Debenhams is one of the UK’s largest department stores. In the UK the retailer has a top three market position in womenswear and menswear, and holds the number two market position in premium health and beauty.