Lorna Jane to open concessions in Debenhams

Australian activewear brand Lorna Jane is expanding its UK presence with six shop-in-shops in partnership with department store Debenhams, adding to its one standalone UK flagship in London’s Covent Garden.

The six concessions in Debenhams London Oxford Street, Birmingham, Sheffield, Manchester, Liverpool One and Glasgow, will house the Australian brand’s range of fitness wear including leggings, crop and tank tops, sports bras, jackets, hoodies, shorts, and accessories.

The first concession will open on October 5 in Debenhams London flagship on Oxford Street, and the collection will be also available on the department store’s online store.

Commenting on the deal, Lorna Jane founder Lorna Jane Clarkson, said: “As our UK expansion continues, we are very excited to bring Lorna Jane to Debenhams. The regional flagships are great environments for customers to discover the Lorna Jane brand and learn more about our Active Living Philosophy.”

Debenhams director of external business, Sarah Savva added: “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.”

Lorna Jane was founded 26 years ago in Queensland, Australia by British-born fitness guru Lorna Jane Clarkson, and it has established a network o over 200 stores worldwide and introduces ranges of 80-100 new styles every month.

Image: Lorna Jane