Prime Highlights
- Revolution Beauty’s chief executive said the Debenhams relationship had been completely reset, now reflected in a formal partnership.
- Debenhams Group’s chief executive called beauty one of the most compelling category opportunities available to the group.
Key Facts
- Debenhams Group, formerly known as Boohoo Group, holds more than a quarter of shares in Revolution Beauty.
- Under the deal, Revolution will develop, manufacture and distribute products, paying Debenhams a royalty based on sales.
Background
Revolution Beauty has agreed a licensing partnership with shareholder Debenhams Group to develop and sell beauty and fragrance products across several of the group’s brands.
Under the deal, Revolution will develop, manufacture and distribute the products, paying Debenhams a royalty based on sales. The first collections are expected to launch ahead of Christmas and will cover fragrance and gifting ranges for PrettyLittleThing, Karen Millen and BoohooMan. Further launches are planned across other Debenhams-owned brands and through its own retail channels.
The partnership adds to Revolution’s existing distribution relationships with Boots and Superdrug.
Tom Allsworth, Revolution Beauty’s chief executive, said the relationship with Debenhams Group had been completely reset since he returned to the business last year, and that the formal partnership reflected that progress. He added that early reactions to product concepts had been strongly positive and that the licensing arrangement could become a significant growth opportunity for both companies.
Debenhams Group chief executive Dan Finley said beauty represented one of the most compelling category opportunities available to the group, and that Revolution could bring tailored collections to market across the full portfolio.
The two companies had previously been locked in a public dispute in 2023 over demands to replace Revolution’s leadership. The conflict eased following the resignation of former chief executive Bob Holt and chairman Derek Zissman. Revolution subsequently brought back co-founders Adam Minto and Allsworth, who had earlier stepped down amid accounting issues, to lead a turnaround effort.
More than 25% of Revolution Beauty’s shares are owned by Debenhams Group, formerly known as Boohoo Group.
