London, February 2017 – Debenhams has announced a new global partnership with the world’s leading modest fashion brand Aab.
The collaboration will see the department store chain range a full collection from the London-based fashion house.
The full collection of modest clothing will initially be rolled out across 14 international stores along with pop-up shops in select UK stores.
Aab has gained global recognition since its launch in 2007 as one of the world’s leading modest fashion brands synonymous for creating original design pieces using its own in-house designers taking inspiration from global fashion trends.
Jeanette Whithear, Trading Director International at Debenhams, said: “We are delighted to introduce the Aab range to our international and select UK stores.
“Adding the high quality fashion range to our product mix enables us to offer collections that are highly relevant in both international markets and to our domestic customers and is a step closer to creating a product offer that caters for broader customer needs.”
The first collections are set to launch in May across the Middle East and Asia Pacific alongside a UK pop-up store roll-out starting with Debenhams Oxford Street, London.
Further UK stores who will stock the ranges include Birmingham Bullring, Westfield Shepherd’s Bush, Trafford Centre Manchester and Leicester.
Nazmin Alim, founder and creative director at Aab, said: “We started Aab almost a decade ago as a label that redefined modest fashion and one that caters for everyday modern wardrobe staples that are thoughtfully designed with the highest quality.
“The partnership with Debenhams opens up some very exciting opportunities for us.
“Debenhams is a quintessentially British department store and among the few department store brands with a truly global reach.
“With its international stores in prime retail locations, this partnership places Aab in front of our target markets in the Middle East and Asia Pacific, which aligns perfectly with our vision and future growth.
“Debenhams understand the thinking and creativity behind our collections including the quality in fabrics and construction and we feel there is no better place to begin our global retail journey.
“We look forward to Aab’s next phase of growth alongside Debenhams in offering contemporary modest fashion globally.”
The products will be sold in Debenhams stores across the UAE, Kuwait, Saudi Arabia, Bahrain, Iran, Indonesia and Malaysia.
These include prime retail shopping destinations such as Mall of Emirates – Dubai, Avenues Mall – Kuwait City, Yas Mall – Abu Dhabi, Red Sea Mall – Jeddah and Starhill Gallery – Kuala Lumpur.