Debenhams takes deep dive into Scandi fashion

By

Sandra Halliday

Published
Mar 9, 2018

Debenhams has just launched into Scandi fashion in a big way with five premium Nordic fashion brands that are exclusive to the chain in the UK, as well as interiors product.

They include Minimum, mbyM (or Made by Message), Lollys Laundry designed by Camilla Byriel, Six Ames, and Stella Nova. They launched in-store and online this month with prices ranging from £45 to £259.

Each of the brands takes different elements from Scandi style and therefore offers a strong combination of pieces targeting a fairly wide consumer taste range, which given Debenhams’ position as one of the UK’s bigger womenswear retailers, makes good commercial sense.

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Minimum consists of “clean, crisp lines and asymmetric prints” for a “contemporary casual offer.”

mbyM features a soft silhouette in muted tones with details such as raw finishes, delicate frills and waist ties. The print story here is botanical with the line-up including that perennial summer favourite, a botanical print jumpsuit.

Lollys Laundry positions itself as affordable luxury with the SS18 collection focusing on boho-inspired looks with vintage-style prints.

Six Ames says it mixes a French lifestyle “with Scandinavian craftsmanship and simplicity.” With a focus on “pristine quality and sophisticated styles,” it has a nostalgic edge. Key pieces include a green print statement coat, a Victorian inspired blouse and a drop waist ‘schoolgirl’ dress.

Finally, Stella Nova focuses on contrasts such as rough materials against delicates, and a dressed-up style contrasted with a more raw look. Targeting summer evening dressing, it also features flowing styles in electric prints.

The launch comes at a crucial time for Debenhams as it faces up to a tough local fashion retail market with consumers heavily focused on price as well as unique selling points.

The retailer has been refreshing its flagship Designers at Debenhams offer (another area where it can claim exclusivity) with newer, younger names. And allied with its new Scandi focus, it’s part of an overall attempt to boost traffic both to its stores and website.