Debenhams, the U.K. department store chain, will add four new designer names to its fashion range: Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic, who will work with the retailer on a fresh new concept called Edition, which will debut in stores and online in spring 2011.
The four designers will work with the retailer for a minimum of four seasons. The launch supports Debenhams' strategy of shifting the balance toward own-bought product ranges, underlining the department store's position as the home of well-priced, accessible design.
"Edition is the perfect vehicle to introduce new creative talent with the goal of finding the next generation of designers at Debenhams," says Michael Sharp, Debenhams' deputy chief executive.
Jonathan Kelsey is Debenhams' first footwear specialist and will produce a range of accessories including shoes and bags.