Debenhams adds Richard Quinn to designer roster

Debenhams’ reshaping of its strategy for for flagship Designer at Debenhams offer is continuing as the company names Richard Quinn to the line-up.

Last year Richard Quinn produced a collection for H&M (above) and now he's been signed up to the Designers at Debenhams list - H&M

The first collection will debut in May and will comprise 12 dresses, priced from £69 to £149, with a second collection following for spring/summer 2019.

Quinn is a Central St Martins graduate who left with a Master of Arts in Fashion as recently at 2016 before launching his own label and opening a print studio that’s used by young designers. He won the 2017 H&M Design Award, and last autumn produced a collection in collaboration with the retailer.

Steven Cook, Debenhams’ MD of fashion and home, said: “Collaborating with design talent to create collections with appeal to the high street is a compelling part of Debenhams and we are delighted to recruit Richard’s fresh and unique aesthetic to our offer.”

That unique aesthetic includes a high profile in print creation and with print and pattern being a key purchase-driver at present, that should be good news for the chain.

It follows the arrival of Preen on the roster two years ago, a collaboration that has made a big impact, despite the retailer facing challenging trading conditions. A capsule Studio by Preen dresses collection has been added for SS18 and the retailer has rolled out the line to more stores for a total of 48 locations.

Debenhams is currently trying to reinvent itself as a hub for ‘social shopping’ and part of its approach to this has included taking a close look at its Designers at Debenhams offer. It is dropping long-serving designer names and picking up newer, cooler brands that should resonate with Millennial shoppers.

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