Debenhams Group has entered a licensing agreement with Revolution Beauty to extend its brands into beauty and fragrance through a royalty model.
Debenhams Group, the online fashion, home and beauty platform operating Debenhams, Karen Millen, boohoo (LSE:DEBS), MAN and PLT, said the partnership leverages Revolution Beauty's product development, manufacturing and distribution capabilities to commercialise its brand portfolio in adjacent categories.
Under the deal Revolution Beauty assumes full responsibility for product development, manufacturing and worldwide distribution and will pay Debenhams Group an industry-standard royalty on sales, while Debenhams Group retains brand approval rights over products, packaging, marketing and retail channel decisions.
The first collections, including fragrance and gifting ranges for PrettyLittleThing, Karen Millen and boohooMAN, are expected to launch ahead of Christmas and will be sold through Debenhams Group channels and selected retail partners, with further launches planned across other group brands.
"We have been clear that we see significant global licensing opportunities for our brands, and this agreement with Revolution Beauty is a direct expression of our asset-lite strategy in action," Dan Finley, CEO of Debenhams Group, said.
Revolution Beauty said it is already at an advanced stage developing the fragrance products for national and international roll-out and that early concept testing has produced an "exceptionally positive" reaction, Tom Allsworth, CEO, added.
