Australian activewear brand Lorna Jane is expanding its presence in the UK by rolling out six shop-in-shops in a partnership with Debenhams.
The brand, which only has one British bricks and mortar store in London’s Covent Gardens as well as an online shop, will now offer its range of fitness wear within Debenhams’ Birmingham, Sheffield, Manchester, Glasgow, Liverpool One and London’s Oxford St flagships.
Lorna Jane, founded by British-born fitness guru and businesswoman Lorna Jane Clarkson in Queensland, Australia 26 years ago has established a network of over 200 stores worldwide.
The Debenhams concessions will be staffed with “Active Stylists”, employed by the brand to offer customers expert advice on technical aspects of the products.
Launching from October 5 in the Oxford St store, the brand will roll out across other flagships.
“As our UK expansion continues, we are very excited to bring Lorna Jane to Debenhams,” Jane said.
“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.”
Debenhams said they decided to take in Lorna Jane due to the strong demand for athleisure products in their stores.
“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,” external business director Sarah Savva said.