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British department store Debenhams to stock Aab collection for UK, international rollout

08 February, 2017
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British department store Debenhams to stock Aab collection for UK, international rollout
Photo: MANCHESTER, UK - APRIL 22, 2013: People walking in front of a Debenhams store in Manchester, UK, on April 22, 2013. Tupungato / Shutterstock, Inc.

British department store Debenhams will carry a full collection from London-based modest fashion brand Aab across 14 of its international stores and in pop-up shops in select UK stores, Aab said in a statement today.

“Adding the high quality fashion range to our product mix enables us to offer collections that are highly relevant in both international markets and to our domestic customers and is a step closer to creating a product offer that caters for broader customer needs,” said Debenhams Trading Director International Jeanette Whithear.

The first collections will be launched in May at a pop-up store at Debenhams’ flagship Oxford Street shop and across its stores in the Middle East and Asia Pacific in Bahrain, Indonesia, Iran, Kuwait, Malaysia, Saudi Arabia, and the UAE.

These include prime retail shopping centres such as Dubai’s Mall of Emirates, Avenues Mall in Kuwait City, Yas Mall in Abu Dhabi, Red Sea Mall in Jeddah, and Starhill Gallery in Kuala Lumpur.

“With its international stores in prime retail locations, this partnership places Aab in front of our target markets in the Middle East and Asia Pacific, which aligns perfectly with our vision and future growth,” said Aab founder and creative director Nazmin Alim.

UK stores that will stock Aab’s collection are centred in and around the Midlands: Birmingham Bullring, Trafford Centre Manchester, Leicester, as well as at London’s Westfield Shepherd’s Bush.  

“Debenhams understand the thinking and creativity behind our collections including the quality in fabrics and construction and we feel there is no better place to begin our global retail journey,” Alim added.

Aab launched online in 2007 and opened its flagship shop in March 2015 in East Shopping Centre, Green Street, East London. It opened its second shop in the West Yorkshire city of Bradford in December 2015.

Other modest fashion brands that have been picked up by British department stores, for UK sales, are the Shorso sportswear hijabs, by House of Fraser in 2015, and burkinis were stocked at Marks & Spencer’s last year.

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