Debenhams : Lorna Jane Active Wear Launches In Debenhams

Australian Lifestyle Brand Signs Up for Six Concessions

Australian activewear brand, Lorna Jane, is to launch six concessions across Debenhams flagship sites offering fitness and fashion collections to shoppers in Oxford Street, Birmingham, Sheffield, Manchester, Liverpool One and Glasgow.

The brand, founded by British-born fitness guru and active living advocate, Lorna Jane Clarkson in Queensland, Australia 26 years ago has already shaped the fitness and activewear market in Australia and the brand has established a network of over 200 stores worldwide. The monthly ranges of 80-100 styles offer leading technology, expert craftsmanship and performance fabrics and include leggings, crop and tank tops, sports bras, jackets, hoodies, shorts and accessories.

The concessions will be staffed with highly trained Active Stylists, employed by the brand to offer customers a great shopping experience through expert advice on technical aspects of the product as well as to give customers access to the active living philosophy that sits at the heart of the brand and its ethos of 'Move, Nourish, Believe'.

Launching from October 5th in Oxford Street, the brand will roll out across regional flagships and will also be available online from October.

On partnering with the department store, Lorna Jane Clarkson, Founder of Lorna Jane said, 'As our UK expansion continues, we are very excited to bring Lorna Jane to Debenhams. The regional flagships are great environments for customers to discover the Lorna Jane brand and learn more about our Active Living Philosophy. I love designing activewear that women can wear anywhere.'

Director of External Business, Sarah Savva says, 'Lorna Jane is a hugely credible brand in the feminine sports and leisure market. Introducing performance quality activewear with such a strong brand identity will undoubtedly be a compelling offer for our customer.

'Appetite for athleisure apparel from our customer continues to be strong and by introducing Lorna Jane, along with a selection of complementary brands including; Bonds; Puma; Under Armour; Shock Absorber; and Skechers Debenhams' has a strong branded category.'

About Debenhams

Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of more than 240 stores across 27 countries. Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

In the UK, Debenhams has a top three market position in womenswear and menswear and a top ten share in childrenswear. It holds the number two market position in premium health and beauty.

Debenhams has been investing in British design for 21 years through its exclusive Designers at Debenhams portfolio of brands. Current designers include Abigail Ahern, Savannah Miller, Ted Baker, Jeff Banks, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Stephen Jones, Preen, Giles Deacon, Aliza Reger, John Rocha, Ashley Thomas and Matthew Williamson.

About Lorna Jane

The women's fitness & lifestyle brand founded by Active Living Advocate and fashion fitness pioneer, Lorna Jane Clarkson, 25 years ago, provides industry leading technology, expert craftsmanship and hi-tech performance fabrics within each garment.

Since launching the first collection in 1989 in Brisbane, Australia the brand is now available to buy in more than 150 stores in Australia and the United States, as well as Europe, Africa and the Middle East.

Beyond the brand Lorna Jane promotes an entire lifestyle approach to Active Living by embracing the daily practice of Move Nourish Believe. She has written and published several books on nutrition and active lifestyle.