Debenhams are launching a new designer fashion concept called Edition to build on its own brand fashion offering, as it reports an increase in full year sales and profit. The launch of Edition is the next step in Debenhams' strategy to shift its focus to own bought product ranges to boost margins. Edition will include fashion collections from designers Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic who will work with the retailer for a minimum of 4 seasons.
The range will launch in Spring 2011, with a 'gallery style' area in stores. Rob Templeman, Chief Executive of Debenhams says "we remain concerned about the general retailer environment, but we are encouraged by the start to the new financial year".
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