Boohoo partners with Alshaya to grow Debenhams in the Middle East

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Boohoo has made a move into bricks-and-mortar stores after signing an exclusive deal with Middle Eastern operator Alshaya group.

The fast-fashion giant will work with Alshaya to accelerate Debenhams’ presence in the region featuring Boohoo’s various brands.

Alshaya, which already operates Debenhams stores in shopping malls, will have exclusive rights to operate the brand both in store and online in Kuwait, Saudi Arabia, UAE, Bahrain, Egypt, Oman and Qatar.

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