Adrianna Papell to open UK concessions

American occasion wear brand Adrianna Papell is continuing its expansion with the announcement of a partnership with House of Fraser to open concessions in the UK. Adrianna Papell, known as a go-to brand for celebrity clientele shopping

for Hollywood’s award season dressing and red carpet occasions, will be opening three concession in House of Fraser in Birmingham, Cheltenham, and Norwich, as well as through the department stores website. The Adrianna Papell Evening dress collection will also be sold in the top 21 House of Fraser stores in the UK beginning in June, with prices range from £120-250.

The move into the UK marketplace is expected to make the brand more than £1m in sales, as well as evolving the label into a global name.

Adam Berkman, COO of The Adrianna Papell Group said: “Adrianna Papell fills a gap in the UK market, offering trend aware, appropriate dresses which make women look and feel beautiful helping to celebrate all the occasions within their lives.

“House of Fraser is the natural partner due to its strong brand positioning and prominence as an eveningwear destination. We would like to thank House of Fraser for the opportunity of allowing us to showcase our brand. We are truly very excited about this opportunity."