Aussie fitness brand launches in six Debenhams flagships

Australian activewear brand, Lorna Jane, has launched six concession stores across Debenhams’ flagship sites – Oxford Street, Birmingham, Sheffield, Manchester, Liverpool One and Glasgow.

The brand, founded by British-born Lorna Jane Clarkson in Australia 26 years ago, is well established in the Australian market and internationally, with more than 200 stores worldwide.

The monthly ranges of 80-100 styles include leggings, crop and tank tops, sports bras, jackets, hoodies, shorts and accessories.

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The brand will employ active stylists to staff the Debenhams’ concessions and offer advice on technical aspects of products.

Launching earlier this month in Oxford Street, the brand has rolled out across flagships around the UK and is now also available online.

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, said: “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.”

She added: “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.”

The Debenhams launch follows the opening of Lorna Jane’s Covent Garden store and the launch of its UK ecommerce site in August.

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