Jenny Packham to launch new range at Debenhams

Tuesday, February 7th 2012
New Jenny Packham clothing range to launch at Debenhams
The Jenny Packham No. 1 collection will launch at Debenhams in April.

Jenny Packham is the latest designer to join the roster at Debenhams, with her first collection for the department store giant set to launch in April.

According to Drapers, the range will feature 19 pieces priced between £85 and £165, and will incorporate everything from organza prom dresses to maxi dresses.

Named Jenny Packham No. 1, the collection will be the first in the Designers at Debenhams family to focus on occasionwear - a category that the retailer has previously largely reserved for its own Debut products.

The company has a ten per cent share of the UK's occasionwear market, making it the biggest retailer in this category, ahead of Marks & Spencer with seven per cent.

Suzanne Harlow, group trading director at Debenhams, said: "There is an expectation we have designer handwriting but it was an opportunity we hadn't cracked. We don't want to be bringing in branded occasionwear."

Among the other designers signed up by the high street chain are Ben de Lisi, Henry Holland, Jasper Conran, Pearce Fionda and Roksanda Ilincic.

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