Debenhams takes Coast, Warehouse, Oasis, Nasty Gal and Karen Millen stateside

Debenhams Group is making a major push into the American market, bringing five of its best-known British fashion brands to some of the most recognisable department store names in the US.

Coast, Warehouse, Oasis, Nasty Gal and Karen Millen are now available online via Macy’s, Bloomingdale’s and Nordstrom, giving the labels exposure to more than 350 million monthly shoppers.

The move signals a bold step in the group’s international growth strategy, positioning its portfolio of distinctively British womenswear labels directly in front of an overseas audience with a proven appetite for UK fashion.

Momentum is already building. Macy’s rolled out a dedicated marketing campaign last month to spotlight the arrival of Nasty Gal, while Bloomingdale’s and Nordstrom have also reported strong early engagement across the Debenhams portfolio.

Dan Finley, CEO of Debenhams Group, said: "Launching into the US is about bringing our much-loved British fashion labels to new audiences overseas, starting with some of the most iconic department store names in the market.

"Through these partnerships, our labels will now be in front of millions of potential shoppers across the US, giving British fashion an unprecedented platform in one of the world’s largest retail markets. The appetite we’re already seeing for our labels underlines the strength of British fashion internationally, and we’re excited to build on that momentum with our US partners."

The deals were arranged through Refined Networks, which helps fashion and lifestyle brands expand internationally through online marketplaces.

It comes amid a difficult time for Debenhams Group, with Mr Finley – who was appointed last year – leading a major turnaround after mounting losses and flagging sales.

In August, the business said it was considering the sale of its PrettyLittleThing brand as part of the overhaul, having already secured around £50 million in annual savings and cut its staff headcount by 30% to help transform operations.

Figures showed a pre-tax loss of £263.3 million for the year to February 28, widened from a £146.4 million loss the previous year, while revenues dropped by 17% to £1.22 billion.

The firm is also in the middle of an increasingly bitter row with Mike Ashley’s Frasers Group, which owns a near-29% stake in Debenhams.

Frasers voted against a raft of resolutions at Debenhams’ annual general meeting earlier this month in its latest signal over its frustrations regarding the performance of the business, which has seen its share value drop by more than half over the past year.