When is a Designer at Debenhams not a Designer at Debenhams? When he sets up shop on his own to target a younger, fashion customer and showcase the essence of the H! by Henry Holland brand outside the confines of a department store.
Debenhams’ hottest designer, Henry Holland has broken the Designer at Debenhams mould to launch an exclusive pop-up in hip BOXPARK, Shoreditch for fashionistas to shop the H! by Henry Holland collection over London Fashion Week. The store, which features images of fashion bloggers wearing his product trades until Sunday 18th September where shoppers can adopt his girl tribe look.
Russell Fish, Head of Design says, “H! By Henry Holland appeals to a younger customer so we wanted to experiment and take the brand outside of the confines of the Debenhams store. The early response to the initiative has been great with many shoppers encountering the brand for the first time.”
Designer Henry Holland says: “I love the vibe and atmosphere in Shoreditch, it’s where I spend a lot of my time so where better to unleash my H! By Henry Holland collection outside of Debenhams stores. I love the idea of running my own shop and the pop up is a great opportunity for my collection to reach out further to new faces and fully showcase what the collection has to offer. ”
As part of the AW16 brand initiative, Henry recruited a girl tribe of bloggers to be faces of the collection taking the team to the streets of Holland (Amsterdam to be exact!) to create their distinct looks for the season from his fashion and accessories collection. Influencers who made the cut include Charlie X Barker, Cocoa Chelsea, Peexo, Pippa Melody, Salt and Chic, Tiny Twisst and Wonderful You styled it out on the streets of ‘The Dam’ with Henry putting finishing touches to the looks.
The BOXPARK store which launched on Tuesday 13th September 2016 allows shoppers to adopt the girl tribe look with the “Geek Chic” inspired collection where checks and ginghams mix with embroidered slogan denim and animal prints. Pretty conversational prints fuse with casual sportswear, for a girly yet street look. Must-have items include the slogan spot blouse, the check pinafore dress and the silk bomber.
Also in store, customers can shop a selection of Urban Decay hero palettes including the Naked range and newly launched Moondust. Social media fans are invited to enter a “selfie” competition too to win a H! by Henry Holland outfit. In addition exclusive goody bags and promotions will be offered at the pop up, online as well as Debenhams stores throughout the week.
The H! By Henry Holland BOXPARK store is open from Tuesday 13th September to Sunday 18th September 2016 at unit 26, BOXPARK, 2-10 Bethnal Green Road, London, E1 6GY. Customers who can’t make it to the store can shop the collection online at debenhams.com and in their local Debenhams store.
For further information please contact Sarah Coventon in the Debenhams Press Office at Sarah.Coventon@debenhams.com or call 020 3549 6420