Debenhams Group partners with Revolution Beauty for licensing deal

The first collections from the partnership are expected to launch ahead of Christmas and will include fragrance and gifting ranges for PrettyLittleThing, Karen Millen and Boohoo Man, while further launches are planned across a number of Debenhams-owned brands.

Sales of the products are expected to be through Debenhams Group retail channels as well as selected retail partners.

Debenhams Group chief executive Dan Finley said: “We have been clear that we see significant global licensing opportunities for our brands, and this agreement with Revolution Beauty is a direct expression of our asset-lite strategy in action. Beauty is one of the most compelling category opportunities available to us and Revolution Beauty has the capability and relationships to bring tailored collections to market across the full portfolio. We look forward to seeing the first launches come to life.

“The agreement is structured as a royalty-based license, where Revolution Beauty assumes full responsibility for product development, manufacturing and worldwide distribution and will pay to Debenhams Group an industry-standard royalty based on sales of the products developed. Debenhams Group retains brand approval rights over all products, packaging, marketing and retail channel decisions.

“This transaction is consistent with Debenhams Group’s strategy of generating significant recurring royalty income from its IP portfolio through global licensing opportunities, extending its brands into high-growth adjacent categories and accelerating its transition to an asset-lite business model.”

Debenhams Group owns a significant stake in Revolution Beauty, and last year it signed an irrevocable undertaking to participate in the beauty brand’s £15m fundraise, proportionate to its current shareholding.

Revolution Beauty chief executive Tom Allsworth said: “We are delighted to formally announce our partnership with Debenhams Group. The team at Revolution is already at an advanced stage in developing fragrance products that will launch nationally and internationally through a number of our retail partners. The early reaction to the concepts we have tested has been exceptionally positive.

“Since returning to the business last year, our relationship with Debenhams Group has been completely reset and it is gratifying to see that reflected in a formal partnership between the two businesses. By combining the strength of Debenhams Group’s brands with Revolution’s expertise, we believe these licences can become a significant growth opportunity for both businesses.”

This time last year, Revolution Beauty was in talks with Frasers Group to buy the business. Frasers’ name was consistently linked with a potential bid in the press, and Revolution Beauty confirmed its interest officially on June 9, although it did warn that “there can be no certainty that Frasers’ interest will result in a firm offer for the company.”

Frasers withdrew from the deal by the end of June 2025 and two months later, founders Tom Allsworth and Adam Minto returned to the business, in the chief executive and consultancy roles respectively.

During its results in November, Revolution Beauty said the founders return marked a turning point from what it bluntly called ‘The Past’ in its results.

“The founders have brought renewed energy, clear leadership and strategy to the business,” the retailer noted. “In September and October, following the early action taken on costs, the group moved back to generating positive EBITDA”.