Pure Beauty

What this Debenhams beauty buyer is looking for in 2018

Published: 14-Dec-2017

From stand-out skin care innovations to new overseas brands, department store retailer Debenhams has a clear strategy when it comes to beauty buying going into the new year

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Jacqui Wilsher-Ellis

Jacqui Wilsher-Ellis

It's safe to say, UK department store retailer Debenhams has seriously ramped up its beauty game.

From the signing of Bagsy in 2015 to the UK launch of Kat Von D in 2016 and the debut of Buxom in 2017, the high street chain has been on a roll when it comes to snapping up the latest must-have beauty names.

Here, Jacqui Wilsher-Ellis, Head of Space Planning & New Business, Health & Beauty, at Debenhams talks to Cosmetics Business about the retailer's focus for beauty going into 2018 – and how you might be able to catch the retailer's eye.


What does your role involve?
Some days it feels like everything, but I am responsible for the space planning of all our beauty halls (180) in the UK and ROI, that includes moving brands, introducing brands and planning the fragrance hall.

This has to take into account what brands are trending plus what our customers want. I also bring in the new beauty brands to Debenhams. This is all achieved with a small but fabulous team.

What new beauty brands did you help to put on Debenhams' shelves in 2017?
I am extremely proud to say I bought Kat Von D into Debenhams. We have also just launched Aqua Di Parma and Buxom, plus we are currently introducing Korean skin care and beauty brands. We are always on the look-out for

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