New high street designer ranges

High street chain Debenhams has announced it will be working with designers Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic on a completely new concept titled Edition. Contrary to many other collaborations which Debenhams’ competitors have made, the designers will be working with the retailer for a minimum of four seasons.

The Edition range of products is a new strategy for Debenhams, created to shift a balance towards product ranges which the company controls. Not only will customers have improved access to a greater range of British designers, but the designers will be able to prove themselves as fresh talent at the forefront of a new generation.

With competition in the retail sector fierce, it’s a mystery why other competitors have not always been as proactive in their thinking. Shoppers interested in Debenhams’ Edition range will be able to find many of the items both online and in stores from spring 2011, however other collections such as Roksanda Ilincic’s will launch in the autumn of the same year.