DEBENHAMS LAUNCH PRINCIPLES WEEKEND WITH CAMPAIGN FRONTED BY SOPHIE DAH
Feb 19, 2015
Retailer Debenhams has announced today the launch of Principles Weekend by Ben de Lisi - fronted by Super Model, Sophie Dahl.
Principles Weekend is a casual addition to the hugely successful Principles by Ben de Lisi brand and launches in 60 stores nationwide this week.
The Principles brand disappeared from 400 high streets across the UK in March 2009 when its parent company Mosaic Fashions was placed into administration. At the time Debenhams bought the stock to safeguard sales in its stores and later purchased the worldwide rights to the brand name.
With renowned designer Ben de Lisi at the creative helm Debenhams brought back the well-loved British brand in February 2010 and has since seen commercial success both in the UK and international markets. Taking £26m in its first year, the brand has continued to experience a growth with a 20% increase in sales over the last year.
Ben de Lisi says; “I’m thrilled to be further building on the Principles by Ben de Lisi brand with a fresh and exciting casual collection.”
“The range is for a modern, stylish woman who has an eye for quality, cut and detail.”
“Sophie Dahl embodies everything that the collection represents – a beautiful, modern, sophisticated working Mum who always looks fantastic.”
Imagery of model Sophie Dahl will appear in windows across all stores the collection is launching in as well as in store and online.
Super Model Sophie Dahl says; “The collection is all about ease - for the shoot we really mixed and matched it, in a way that felt true to the way I dress.”
"Within this collection there are some gorgeous muted pastels, soft slouchy trousers and grown-up ‘meet the parents’ dresses. A weekend bag packed for many an eventuality."
The range will cover 47,000 sq. ft of new sales space which is aimed specifically attracting the customer that Principles currently enjoys.
The 75 piece Principles Weekend by Ben de Lisi launches in 60 stores nationwide and online at Debenhams.com today, prices start at £12 in sizes 8-20.