THE WHAT? Revolution Beauty has signed a licensing partnership with Debenhams Group to develop beauty and fragrance products across several of the group’s fashion and lifestyle brands.
THE DETAILS Under the agreement, Revolution Beauty will develop, manufacture and distribute beauty products for Debenhams Group brands including PrettyLittleThing, Karen Millen and boohooMAN. The first collections are expected to launch before Christmas and will focus on fragrance and gifting ranges, with products sold through Debenhams Group channels and selected retail partners. The deal is structured as a royalty-based licence, with Revolution Beauty paying Debenhams Group royalties based on sales. Debenhams Group will retain approval rights over product design, packaging, marketing and retail distribution. The agreement is classified as a related party transaction because Debenhams Group is a substantial shareholder in Revolution Beauty.
THE WHY? The partnership gives Revolution Beauty access to established fashion brands and new fragrance opportunities, while allowing Debenhams Group to monetise its intellectual property through beauty licensing and expand its brand portfolio into new consumer categories.
Source: Investing
