Manchester fast fashion giant Debenhams Group, formerly boohoo, has taken some of its most popular fashion brands to the US, with Coast, Warehouse, Oasis, Nasty Gal and Karen Millen now available at big-name retailers including Macy’s, Bloomingdale’s and Nordstrom’s online marketplaces.
The move marks a major milestone in Debenhams Group’s international growth strategy as Macy’s, Bloomingdale’s and Nordstrom attract a hefty section of the US market, with a combined 350 million shoppers between them every month.
The expansion is being carried out in partnership with Refined Networks, a company that helps leading fashion and lifestyle brands grow internationally and reach new customers via online marketplaces.
Debenhams has reported that early results are promising. Last month, Macy’s kicked off a dedicated marketing campaign in anticipation of the launch of Nasty Gal, while Bloomingdale’s and Nordstrom have experienced immediate customer engagement across the group’s portfolio.
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Dan Finley, chief executive of Debenhams Group, said: “Launching into the US is about bringing our much-loved British fashion labels to new audiences overseas, starting with some of the most iconic department store names in the market.
“Through these partnerships, our labels will now be in front of millions of potential shoppers across the US giving British fashion an unprecedented platform in one of the world’s largest retail markets.
“The appetite we’re already seeing for our labels underlines the strength of British fashion internationally, and we’re excited to build on that momentum with our US partners.”
This expansion forms part of Debenhams Group’s broader strategy to scale its portfolio of brands globally following its recent rebrand in homage to the erstwhile high street staple, using an online marketplace-led model, altough as boohoo it shuttered its US distribution operations as it sought to “reposition the group for sustainable, profitable growth,” with US sales diverted to its automated distribution centre in Sheffield.
