EXCLUSIVE: Debenhams reports rise in swimwear sales

Debenhams is enjoying a strong growth in swimwear and beachwear sales this season, Lingerie Insight has learned.

The retailer said strong designs, high quality fabrications and a wide choice of products have driven the rise in sales, with own-brand products performing particularly well.

J by Jasper Conran has witnessed a 61% sales lift on the year, while sales at Matthew Williamson have grown 24% in the same period.

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Meanwhile, Debenhams’ Beach Collection, its best-selling beachwear brand, has witnessed a 12% growth in sales on the year.

The department store chain said the growing importance of fashionable swimwear for the Instagram generation has also contributed to the uplift in sales across this category.

The positive news comes in stark contrast to yesterday’s announcement that Debenhams’ like-for-like sales had dropped 0.9% in the 15 weeks to June 17.

Debenhams warned that its 2017 profits should be in the expected range, but added that if market volatility continued, profits could be at the lower end of forecasts.



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