Bonds, an iconic underwear brand from Australia, is to set to launch in Debenhams this month.
The fashionable label, a national institution in Australia, worn by the likes of Miranda Kerr, Iggy Azalea and Ruby Rose, will land in 20 Debenhams stores including London’s Oxford Street, the Bullring in Birmingham, Manchester’s Trafford Centre and Meadowhall in Sheffield.
Head of Lingerie Buying and Design, Sharon Webb said, “The introduction of Bonds to our underwear offer sees us offer high quality products from an iconic brand and offers a compelling choice to the customer looking for stylish options in the comfort market.”
Bonds merchandise manager Siobhan Collier commented: “We are delighted to have signed a partnership with Debenhams. The Bonds brand, design and quality is one with mass appeal and through partnering with Debenhams we can reach a wide UK audience with a strong product offer.”
Debenhams has a £14m share of the UK’s £37m lingerie market and is number three in the market in terms of market share.