REG - Boohoo Group Plc - NEW LICENSING PARTNERSHIP WITH REVOLUTION BEAUTY

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RNS Number : 3645H  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: +44 (0)161 233 2050

 Zeus Capital - Nominated Advisor and Joint Broker
 Dan Bate / James Edis / Emma Burn           Tel: +44 (0)161 831 1512
 Nick Searle / Dominic King                  Tel: +44 (0)20 3829 5000

 Panmure Liberum - Joint Broker                                    Tel: +44 (0)20 3100 2000
 Mark Dickenson / James Sinclair-Ford / Alisa MacMaster

 Sodali & Co - Financial PR Adviser
 Ben Foster / Louisa Henry                                         Tel: +44 (0)20 3984 0114

 

 

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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