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Debenhams launches Edition with pop up shop

To celebrate their collaborations with amazing design talents Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic - due in store from Spring 2011 - Debenham's launches a pop-up store in London...

By Theresa Caney
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edition debenhams pop up shop Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic will be working with the retailer on a fresh new concept called Edition.\r\n\r\nEdition will be fluid, allowing Debenhams to bring both the fashion industry’s emerging and established talent to shoppers across the country. However, unlike other competitor collaborations, these designers will work with the retailer for a minimum of four seasons.

edition debenhams pop up shop Currently there is the pop-up store in Newburgh Street, London, but Edition will debut in stores and online in spring 2011 with clothes from Jonathan Saunders and Preen and an accessories offer from Jonathan Kelsey. Roksanda Ilincic will join the other designers with her collection in the autumn.\r\n\r\nIn store Edition will cover approximately 500 sq ft of space across 30 stores. Glass and monochrome fixtures will be finished with premium chrome fittings, providing a clean, gallery-style space that will make the clothing the focus.\r\n

edition debenhams pop up shop “Edition is the perfect vehicle to introduce new creative talent with the goal of finding the next generation of Designers at Debenhams,” said Debenhams Deputy Chief Executive, Michael Sharp.\r\n

\r\n“We are delighted to be working with Jonathan, Preen, Roksanda and Jonathan. Through this partnership, more customers than ever before can have access to great British design from more of the country’s most critically acclaimed designers,” added Michael.\r\n
\r\nThe clothing ranges are priced from £18 to £190; Jonathan Kelsey shoes cost between £45 and £65 and handbags are £28 to £55.

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