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| | | | 27/04/2012 | Drapers, Gina Lovett - Debenhams bets on Kate Thomas to tempt women | | | | | Debenhams is looking to its Kate Thomas own label | | | | | Debenhams is looking to its Kate Thomas own label to regain market share in womenswear lost through the closures of La Senza and Jane Norman concessions.
The department store chain’s womenswear market share for the 12 weeks to March 18 was down 10 basis points, primarily due to the concession closures at the end of last year.
Debenhams announced first-half results to March 3 last week and chief executive Michael Sharp said womenswear performance was 'OK' amid 'challenging trading conditions'.
He said: "This has been OK, bearing in mind that we have a higher percentage of outerwear in our product mix and that we had an unseasonably warm autumn."
Debenhams began rolling out Kate Thomas to 50 of its 170 stores in February, replacing the space previously occupied by Jane Norman concessions. The collection, which has dresses at its core, is aimed at 25 to 35-year-olds.
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