Boohoo strikes deal with Kuwait’s Alshaya to operate Debenhams in the Middle East

Boohoo has struck a new partnership with Middle Eastern retail giant, Alshaya Group, to operate Debenhams in the region.

Alshaya, which currently run Debenhams stores in leading shopping malls, will have exclusive rights to operate the Debenhams stores and a local eCommerce platform in Kuwait, Saudi Arabia, UAE, Bahrain, Egypt, Oman and Qatar.

It also means for the first time, Middle Eastern shoppers will have access to boohoo’s own portfolio – boohooMAN, Nasty Gal and MissPap fashion brands in store.

John Lyttle, CEO, said: “I am delighted to be working with Alshaya to operate Debenhams in the Middle East.

“The Debenhams brand has been popular in the region for a number of years so this is a great opportunity to build on the existing brand awareness, while expanding the product ranges and brands available to customers.

“It also offers a new route to market for brands within the boohoo group, raising their profile in a growing new market. This is a great step as we progress the integration of Debenhams and look at wholesale partnership opportunities to continue to scale the Group.”

John Hadden, CEO Alshaya Group, added: “Debenhams is a highly successful and well-loved brand in the Middle East, thanks to sustained store and product innovation over 25 years across fashion, beauty and home.

“Today we are delighted to step-change that innovation through our new partnership with boohoo group, one of the UK’s leading digital retailers. In a new chapter for Debenhams, we look forward to enhancing customer choice by bringing exciting new fashion brands to the region and by expanding the Debenhams brand online.

“Alshaya already has the region’s largest digital footprint but I know the team are looking forward to learning from such acknowledged global eCommerce experts.”