Press Releases

19/02/15

DEBENHAMS LAUNCH PRINCIPLES WEEKEND WITH CAMPAIGN FRONTED BY SOPHIE DAHL

Principles Weekend

Retailer Debenhams has announced today the launch of Principles Weekend by Ben de Lisi - fronted by Super Model, Sophie Dahl.

Principles Weekend is a casual addition to the hugely successful Principles by Ben de Lisi brand and launches in 60 stores nationwide this week.

The Principles brand disappeared from 400 high streets across the UK in March 2009 when its parent company Mosaic Fashions was placed into administration.  At the time Debenhams bought the stock to safeguard sales in its stores and later purchased the worldwide rights to the brand name. 

With renowned designer Ben de Lisi at the creative helm Debenhams brought back the well-loved British brand in February 2010 and has since seen commercial success both in the UK and international markets. Taking £26m in its first year, the brand has continued to experience a growth with a 20% increase in sales over the last year.

Ben de Lisi says; “I’m thrilled to be further building on the Principles by Ben de Lisi brand with a fresh and exciting casual collection.”

“The range is for a modern, stylish woman who has an eye for quality, cut and detail.” 

“Sophie Dahl embodies everything that the collection represents – a beautiful, modern, sophisticated working Mum who always looks fantastic.”

Imagery of model Sophie Dahl will appear in windows across all stores the collection is launching in as well as in store and online.

Super Model Sophie Dahl says; “The collection is all about ease - for the shoot we really mixed and matched it, in a way that felt true to the way I dress.”

"Within this collection there are some gorgeous muted pastels, soft slouchy trousers and grown-up ‘meet the parents’ dresses. A weekend bag packed for many an eventuality."

The range will cover 47,000 sq. ft of new sales space which is aimed specifically attracting the customer that Principles currently enjoys. 

The 75 piece Principles Weekend by Ben de Lisi launches in 60 stores nationwide and online at Debenhams.com today, prices start at £12 in sizes 8-20.

ENDS

 

Notes to Editors

 

Principles by Ben de Lisi

 

  • Principles launched in SS10 and went on to take a total of 26.7 million for the first full year. 
  • The Principles brand has grown by 20% in the last year.
  • The key strength of the brand is about maintaining a tight colour palette with key distinctive prints for a strong impact in store.  Also key is offering customers clear outfit co-ordination.  The Principles brand offers a stylish and co-ordinated take on key looks of the season.
  • Currently Principles main range is stocked in all 167 stores nationwide, Principles Petites is stocked in 130 stores.
  • Principles is currently the largest international designer brand,  available in 71 international stores, Petites now ranged in 13 international stores, Casual will launch in 65 stores.
  • Debenhams.com equates for 19% of sales with a plan to grow to a 23% mix next year.

 

About Us
Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of over 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

Debenhams has been investing in design for over 20 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Jeff Banks, Jasper Conran, Sadie Frost and Jemima French, Patrick Grant, Henry Holland, Betty Jackson, Stephen Jones, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Ren Pearce and Andrew Fionda, Aliza Reger, John Rocha, Ashley Thomas, Justin Thornton, Thea Bregazzi, Eric Van Peterson and Matthew Williamson. 

 

CONTACTS

Debenhams Press Office
020 3549 6420 / press.office@debenhams.com

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