With more than 30 years' experience in women's ready-to-wear retailing, Promod is one of France's biggest fashion store chains and the brand already enjoys huge international success with over a thousand outlets in 56 countries.
Looking to extend its offering to the UK, Promod will be bringing its affordable, feminine and easy-to-wear fashion to the market exclusively via Debenhams, after a successful trial in four of the retailer’s Irish stores.
Debenhams has a history of breaking the mould with its concession partners, and this year brought Ossie Clark - a name that was synonymous with cutting-edge fashion in the late sixties and seventies - back to the forefront of fashion with a bespoke range.
With new themes and colours every two weeks, Promod's collections are designed by an integrated team of stylists, with 1,500 items per season.
Says Debenhams Group Trading Director Suzanne Harlow, "Debenhams has a history of bringing the best fashion brands to the UK high street. Promod is an exciting addition to our strong portfolio of concessions and perfectly reflects our values of providing fabulous designs at fantastic prices.
"Promod's inspiring collection includes timeless classics alongside the latest catwalk-inspired fashion pieces, for work, evenings out or casual wear at the weekends.
"Having already seen huge success across Europe, the Middle East, Africa and Asia, we're confident that Promod will be a hit on the UK high street."
Promod will launch in Debenhams with its Autumn/Winter 2013 collection. Folk and dark will be the main trends of the season. Inspired by colours, designs and embroideries from Central America and countries of Eastern Europe, Folk encompasses fluid fabrics, linen, denim, jacquard and tapestry for silhouettes with highly visual prints and embroideries.
For dark, a base of black, leather or lace will be livened up by a floral spirit, predominantly in red. Bold animal prints will also feature heavily to boost wardrobes.
Promod Country Manager Kate Rooney says, "The UK is a key market for us and we are very excited to be working with Debenhams. Its success on the UK high street is undeniable and Debenhams is the ideal partner for us to bring the Promod brand to British shoppers.
“Promod is always up to date on fashion trends and on what women want. Our clothes and accessories are simple, feminine, modern and affordable, and our fantastic Autumn/Winter collections are the perfect introduction to everything Promod represents.”
The Promod concessions will initially cover 3,200 sq ft of space across Debenhams' stores in Cardiff, Manchester and Glasgow in August, and will also feature in the retailer's brand new Oxford Street flagship store - which is currently undergoing a £25m transformation - when it's completed later this year.
Other concession brands available at Debenhams include Warehouse, Oasis, Miss Selfridge, Dorothy Perkins, Pineapple, Coast, Kaliko and Lipsy.
Promod was created in 1975 as a French family boutique dedicated to the sharp design, the production and the retailing of women's ready-to-wear and original accessories. Appealing to fashion conscious women, the retailer has 27 million customers per year with gross sales of more than €1 billion.
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