Debenhams partners with modest-wear brand Aab

Debenhams has announced a new collaboration with Aab, the international women‘s modest clothing brand.

In May, a full Aab range will launch in 14 international Debenhams stores in countries including United Arab Emirates, Kuwait and Saudi Arabia.

Selected UK stores will also host Aab pop-up shops, including Debenham’s flagship store in London‘s Oxford Street, as well as in Birmingham, Manchester and Leicester.

“We are delighted to introduce the Aab range to our international and select UK stores,” Debenhams international trading director Jeanette Whithear said.

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“Adding the high quality fashion range to our product mix enables us to offer collections that are highly relevant in both international markets and to our domestic customers and is a step closer to creating a product offer that caters for broader customer needs.” 

Aab founder Nazmin Alim said: “We started Aab almost a decade ago as a label that redefined modest fashion and one that caters for everyday modern wardrobe staples that are thoughtfully designed with the highest quality.

“The partnership with Debenhams opens up some very exciting opportunities for us.

“Debenhams is a quintessentially British department store and among the few department store brands with a truly global reach.

“With its international stores in prime retail locations, this partnership places Aab in front of our target markets in the Middle East and Asia Pacific, which aligns perfectly with our vision and future growth.”

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