Debenhams launches new concept and adds new designers

Debenhams has announced the addition of four new designer names to its offering. Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic will be working with the retailer on a fresh new concept called Edition. Edition will allow Debenhams to bring both the fashion industry’s emerging and established talent to shoppers across the country work with Debenhams for a minimum of four seasons. Edition will debut in stores and online in Spring 2011 with clothes from Jonathan Saunders and Preen and an accessories offer from Jonathan Kelsey. Roksanda Ilincic will join the other designers with her collection in the Autumn. In store Edition will cover approximately 500 sq ft of space across 30 stores. Glass and monochrome fixtures will be finished with premium chrome fittings, providing a clean, gallery-style space that will make the clothing the focus. The clothing ranges will be priced from £18.00 to £190.00; Jonathan Kelsey shoes are priced between £45.00 and £65.00 and handbags between £22.00 and £40.00.