The new partnership is with Boohoo Group PLC, the worldwide owners of the Debenhams brand since January and a leading global fashion e-commerce platform.
The deal maintains Alshaya’s exclusive rights to operate Debenhams stores and gives exclusive rights to launch a brand new Debenhams e-commerce platform in the region.
Alshaya opened the first Debenhams store in Bahrain in 1997, introducing the region to the concept of a department store focused on the needs of all the family. Today Alshaya operates 23 Debenhams stores in leading malls across Kuwait, KSA, UAE, Bahrain, Egypt, Oman and Qatar.
The brand is unique in MENA for the breadth and scale of its offer, its premium store environment, and its constantly evolving product range across fashion, beauty and home. The new partnership will provide the region with a fresh, young, exciting family department store offer.
John Lyttle, CEO of Boohoo Group PLC said: “We are delighted to announce a new strategic partnership for Debenhams, working with Alshaya in the Middle East. Debenhams has been an incredibly popular brand in the region for over 25 years so this is a great opportunity to build on the existing brand awareness, introducing exciting new brands and extended product ranges to customers. Alshaya has a great understanding of retailing in the region, are well placed to successfully drive the growth and popularity of Debenhams in the Middle East, and can leverage boohoo’s digital pure-play expertise.”
