Shabby Chic Brands inked its first international direct-to-retail partnership with U.K. retailer House of Fraser. The Shabby Chic collection hits stores across the U.K. and Ireland in August, and will consist of furniture, bedding, lighting, tabletop and home accessories marketed under the Shabby Chic brand name.
The collection will be housed in shop-in-shops complete with custom fixtures that reflect the Shabby Chic brand lifestyle. The various product categories will be cross-merchandised within the store in a style that reflects the brand's stand-alone stores.
“Given founder Rachel Ashwell’s British heritage and the success of the brand’s London flagship store, the U.K. was a natural first step in the international expansion of the Shabby Chic brand,” says Shabby Chic Brands chief executive officer Ramez Toubassy. “House of Fraser has proven to be the ideal partner, with the expertise in product development, merchandising and marketing necessary to make this collection a huge success”.
The Shabby Chic brand was acquired by Brand Sense Partners in 2009. In the U.S., bsp launched a licensed home furnishings collection last year, which has been placed at nearly 200 furniture stores nationwide.