Debenhams has made a play for the activewear market with the launch of six concessions for Australian brand Lorna Jane.
The brand, founded by British-born fitness guru Lorna Jane Clarkson more than 25 years ago, has more than 200 stores worldwide, including a store in London’s Covent Garden.
The first Lorna Jane concession will launch in Debenhams’ Oxford Street store next week. Further concessions will roll out in its Birmingham, Sheffield, Manchester, Liverpool One and Glasgow stores, and it will make its debut on the department store’s website during October.
Lorna Jane sells fitness and fashion clothing, including leggings, crop and tank tops, sports bras, jackets, hoodies, shorts and accessories.
The concessions in Debenhams will be staffed by highly trained ‘active stylists’, employed by Lorna Jane, who give shoppers expert advice on the technical aspects of the product.
Debenhams director of external business Sarah Savva said: “Appetite for athleisure apparel from our customer continues to be strong and by introducing Lorna Jane, along with a selection of complementary brands including Bonds, Puma, Under Armour, Shock Absorber, and Skechers, Debenhams has a strong branded category.”
Clarkson said: “As our UK expansion continues, we are very excited to bring Lorna Jane to Debenhams.
”The regional flagships are great environments for customers to discover the Lorna Jane brand and learn more about our Active Living Philosophy.”