NEW LICENSING PARTNERSHIP WITH REVOLUTION BEAUTY

Boohoo Group Plc

08 June 2026

 

8 June 2026

boohoo group plc

("Debenhams Group", "Debenhams" or the "Company")

NEW LICENSING PARTNERSHIP WITH REVOLUTION BEAUTY

The Boards of Debenhams Group and Revolution Beauty are pleased to announce a new licensing partnership to develop beauty and fragrance products across Debenhams Group brands.

The partnership combines the strength and reach of Debenhams Group's full brand portfolio of fashion and lifestyle brands with Revolution Beauty's expertise in developing, manufacturing and distributing beauty products.

The first collections are expected to launch ahead of Christmas and will include fragrance and gifting ranges for PrettyLittleThing, Karen Millen and boohooMAN. Further beauty and fragrance launches are planned across a number of Debenhams Group brands, with products expected to be available through both Debenhams Group channels and selected retail partners.

Dan Finley, CEO of Debenhams Group, said: "We have been clear that we see significant global licensing opportunities for our brands, and this agreement with Revolution Beauty is a direct expression of our asset-lite strategy in action. Beauty is one of the most compelling category opportunities available to us and Revolution Beauty has the capability and relationships to bring tailored collections to market across the full portfolio. We look forward to seeing the first launches come to life.

"The agreement is structured as a royalty-based license, where Revolution Beauty assumes full responsibility for product development, manufacturing, and worldwide distribution and will pay to Debenhams Group an industry-standard royalty based on sales of the products developed. Debenhams Group retains brand approval rights over all products, packaging, marketing, and retail channel decisions.

"This transaction is consistent with Debenhams Group's strategy of generating significant recurring royalty income from its IP portfolio through global licensing opportunities, extending its brands into high-growth adjacent categories, and accelerating its transition to an asset-lite business model."  

Tom Allsworth, CEO of Revolution Beauty, said: "We are delighted to formally announce our partnership with Debenhams Group. The team at Revolution is already at an advanced stage in developing fragrance products that will launch nationally and internationally through a number of our retail partners. The early reaction to the concepts we have tested has been exceptionally positive.

"Since returning to the business last year, our relationship with Debenhams Group has been completely reset and it is gratifying to see that reflected in a formal partnership between the two businesses. By combining the strength of Debenhams Group's brands with Revolution's expertise, we believe these licences can become a significant growth opportunity for both businesses."

For further information please contact

Debenhams Group
Phil Ellis, Chief Financial Officer		Tel: [phone]
Zeus Capital - Nominated Advisor and Joint Broker
Dan Bate / James Edis / Emma Burn		Tel: [phone]
Nick Searle / Dominic King		Tel: [phone]
Panmure Liberum - Joint Broker              Mark Dickenson / James Sinclair-Ford / Alisa MacMaster   Sodali & Co - Financial PR Adviser			Tel: [phone]
Ben Foster / Louisa Henry			Tel: [phone]

About Debenhams Group

Debenhams Group is an online platform, for fashion, home, and beauty, serving millions of customers across five shopping destinations: Debenhams, Karen Millen, boohoo, MAN and PLT. Debenhams Group dates back to 1778 when William Clark, a retail pioneer of the time, opened the UK's first department store. Today, the Group is home to Debenhams, Britain's online department store and leading fashion-led marketplaces, boohoo, PLT, MAN, and Karen Millen.

 

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