Debenhams to bring VF's Nautica brand to UK market
Debenhams announced the exclusive launch of Nautica, the world famous American lifestyle brand to the UK.
The Nautica brand, will debut in 21 Debenhams stores and online at Debenhams.com, with plans to roll out across all stores.
Debenhams, which currently commands the third largest share of the menswear market has introduced the heritage sailing brand in a bid to grow market share and add to Debenhams' menswear portfolio which has seen recent additions from J Jeans by Jasper Conran and FFP.
The range is designed to appeal to men looking for quality, easy-to-wear separates.
The Nautica launch collection will be introduced on Monday 5th March, 2012 online at Debenhams.com and on Monday 12th March, 2012 in store covering 16,000 sq ft of new selling space.
Nautica began in 1983 as a modern American lifestyle brand when the founder, David Chu, created six styles of fashionable, functional outerwear. By 1985, a full men's sportswear collection was available and a few years later, Nautica began its expansion into international markets.
Today, the Nautica brand is available in more than 60 countries and continues to focus on international development, including the exclusive offer now available in Debenhams stores throughout the UK.
The debut spring/summer 2012 collection is inspired by the Californian Road Trip. Striped polo shirts, check shirts and knee-length cargo shorts provide an all-American classic style.
Bright colours include the signature navy and sail white as well as sunny yellows, sea greens and midsummer blues. Statement swimwear features floral prints, contrast colour blocking and fun seaside prints.
Adam Creasey, Menswear Trading Director at Debenhams says, “Nautica brings to the UK an active and adventurous lifestyle brand which combines style with practicality.
“Fresh from the menswear catwalk at New York Fashion Week but with British high street prices, Nautica expands Debenhams' casual offering at a very timely moment for our customers.
“Debenhams is excited to bring Nautica to a British customer base and further secure our position as the destination for great value designer menswear”.
Maria Vicari, President of Global Licensing at Nautica says, “The Nautica brand represents a lifestyle that is aspirational and appealing to many.
“We are delighted to collaborate with Debenhams on an exclusive basis to bring the Nautica brand to consumers throughout the UK with a compelling new offering which complements their current brand mix”.
The launch of Nautica is supported by a PR and marketing campaign and is merchandised in store and online with dedicated collateral, window display and shop fit.
Founded in 1983, Nautica is a leading global lifestyle brand ranging from men's, women's and children's apparel and accessories to a complete home collection. Nautica products are refined casual classics inspired and energized by the water that are always crisp, clean and distinct. In 2003, the Company was acquired by VF Corporation, a global leader in branded lifestyle apparel with more than 30 brands, including Wrangler, The North Face, Lee, Vans, Nautica, 7 For All Mankind, Eagle Creek, Eastpak, Ella Moss, JanSport, lucy, John Varvatos, Kipling, Majestic, Napapijri, Red Kap, Reef, Riders, Splendid, Smartwool and Timberland.