Debenhams has unveiled its new womenswear brand, Runway London 1.8.1.8, available online.
- The collection commemorates Debenhams’ first store opening year, 1818, with a runway-inspired theme.
- Featuring 40 exclusive pieces, the collection includes clothing, accessories, and footwear for the winter season.
- The launch reflects Debenhams’ efforts to revive its brand post-administration under Boohoo’s ownership.
- Boohoo is exploring strategic options for its holdings, aiming to enhance shareholder value.
Debenhams has launched a new womenswear line called Runway London 1.8.1.8, which is available exclusively through its online platform. The collection aims to bring runway-inspired fashion to the public, focusing on providing unique and wearable pieces.
The name Runway London 1.8.1.8 is a respectful nod to the year Debenhams opened its first store, 1818, celebrating its longstanding presence in the UK retail sector. This new line is marketed as an elevated fashion collection honouring Debenhams’ iconic status.
This 40-piece collection includes a variety of fashionable options such as pussy bow blouses, crochet skirts, pointed slingback heels, and lace-cut out dresses. The line is particularly curated for the winter party season, offering stylish clothing, accessories, and footwear.
The launch is part of Debenhams’ broader strategy to rejuvenate its brand. Since its acquisition by Boohoo for £55 million in 2021, when Debenhams faced administration, the company has been working on re-establishing its market presence. Boohoo has relaunched the Debenhams website and introduced a marketplace model while revisiting past popular programmes like ‘Designers at Debenhams’.
Recently, Boohoo has been considering various strategic moves to maximise shareholder value, which might include a break up of the group. This exploration is part of Boohoo’s efforts to ensure its diverse brand portfolio continues to thrive in a competitive market.
Debenhams’ launch of Runway London 1.8.1.8 marks a significant step in its ongoing brand revitalisation strategy under Boohoo.
