Debenhams reveals Kat Von D sales outperform Black Friday

On day one of sales, the most popular product was the Everlasting Liquid Lipstick, generating £52,000 in sales

Debenhams, the UK high street department store retailer, has revealed that online sales of the Kat Von D make-up brand have boomed, with 9,000 units sold on the first day of being stocked.

The retailer gave shoppers a first chance to buy the Canadian musician and artist’s highly-anticipated make-up range on 13 September ahead of a bricks-and-mortar launch due to take place on 5 October.

Sales on the site outperformed those that occured on Black Friday for the beauty division, with 62,000 visits to the Kat Von D brand site on the Debenhams website – 1000% times more visits than is the norm for a cosmetic brand. The launch drove 30% of total online sales on day one.

The most popular product in volume sales terms was the brand’s Everlasting Liquid Lipstick, generating £52,000 in sales.

Sara Stern, Beauty Divisional Director said she was “hugely excited” to see the customer reaction in-store in October. She said: “The reaction to the Kat Von D online launch at Debenhams is phenomenal.

"Within our first three days of trading the brand showed five times more success than any other brand online. Kat Von D has a loyal fan base who are passionate about long lasting cosmetics and distinct pigments.

"The brand will attract a new customer into our beauty offering and beyond and we are hugely excited to see the customer reaction once it lands instore next month."

Kat Von D will launch into Debenhams' flagship store on Oxford Street on 5 October with a 412sqft trading space.

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