Debenhams has acquired a stake in on-demand beauty services firm Blow Ltd, securing an exclusive partnership with the provider.
The partnership will allow Debenhams to drive its beauty services offer, a cornerstone of its new Debenhams Redesigned strategy under chief executive Sergio Bucher.
Debenhams, which will have a presence on Blow’s board, will launch beauty bars in-store and allow customers to book beauty services and treatments at home.
Its roster of brands will also benefit from the partnership as technicians will be able to visit customers at home.
The first three beauty bars, offering blow-dry, make-up and nail services, will launch in Debenhams’ Oxford St, Birmingham Bull Ring and Manchester stores this autumn, with more stores following shortly.
Bucher said: “I am excited to announce our partnership with Blow Ltd. The step is a strategic move which ties into multiple facets of our Debenhams Redesigned strategy.
“This will allow us to scale up our beauty services offer rapidly and bring brands closer to customers both in-store and in their own homes.
“Blow Ltd’s exclusive presence in Debenhams stores will give customers even more reasons to visit us and the digital app booking service fits with our aim to offer customers a seamless mobile experience.
“Through partnering with Blow Ltd, Debenhams can adopt an entrepreneurial approach to a growing market, acquiring external expertise with flexibility and low overhead commitments.”