Australian activewear Lorna Jane launches in Debenhams

Australian activewear Lorna Jane launches in Debenhams
Australian activewear Lorna Jane launches in Debenhams


London, 2016-Oct-07 — /EPR Retail News/ — Australian activewear brand, Lorna Jane, is to launch six concessions across Debenhams flagship sites offering fitness and fashion collections to shoppers in Oxford Street, Birmingham, Sheffield, Manchester, Liverpool One and Glasgow.

The brand, founded by British-born fitness guru and active living advocate, Lorna Jane Clarkson in Queensland, Australia 26 years ago has already shaped the fitness and activewear market in Australia and the brand has established a network of over 200 stores worldwide.  The monthly ranges of 80-100 styles offer leading technology, expert craftsmanship and performance fabrics and include leggings, crop and tank tops, sports bras, jackets, hoodies, shorts and accessories.

The concessions will be staffed with highly trained Active Stylists, employed by the brand to offer customers a great shopping experience through expert advice on technical aspects of the product as well as to give customers access to the active living philosophy that sits at the heart of the brand and its ethos of “Move, Nourish, Believe”.

Launching from October 5th in Oxford Street, the brand will roll out across regional flagships and will also be available online from October.

On partnering with the department store, Lorna Jane Clarkson, Founder of Lorna Jane said, “As our UK expansion continues, we are very excited to bring Lorna Jane to Debenhams. The regional flagships are great environments for customers to discover the Lorna Jane brand and learn more about our Active Living Philosophy. I love designing activewear that women can wear anywhere.”

Director of External Business, Sarah Savva says, “Lorna Jane is a hugely credible brand in the feminine sports and leisure market.  Introducing performance quality activewear with such a strong brand identity will undoubtedly be a compelling offer for our customer.

“Appetite for athleisure apparel from our customer continues to be strong and by introducing Lorna Jane, along with a selection of complementary brands including; Bonds; Puma; Under Armour; Shock Absorber; and Skechers Debenhams’ has a strong branded category.”

About Debenhams

Debenhams is a leading international, multi-channel brand with a proud British heritage which trades out of more than 240 stores across 27 countries.  Debenhams gives its customers around the world a unique, differentiated and exclusive mix of own brands, international brands and concessions.

In the UK, Debenhams has a top three market position in womens wear and menswear and a top ten share in childrens wear.  It holds the number two market position in premium health and beauty.

Debenhams has been investing in British design for 21 years through its exclusive Designers at Debenhams portfolio of brands.  Current designers include Abigail Ahern, Savannah Miller, Ted Baker, Jeff Banks, Jasper Conran, FrostFrench, Patrick Grant, Henry Holland, Ben de Lisi, Todd Lynn, Julien Macdonald, Jenny Packham, Stephen Jones, Preen, Giles Deacon, Aliza Reger, John Rocha, Ashley Thomas and Matthew Williamson.

About Lorna Jane

The women’s fitness & lifestyle brand founded by Active Living Advocate and fashion fitness pioneer, Lorna Jane Clarkson, 25 years ago, provides industry leading technology, expert craftsmanship and hi-tech performance fabrics within each garment.

Since launching the first collection in 1989 in Brisbane, Australia the brand is now available to buy in more than 150 stores in Australia and the United States, as well as Europe, Africa and the Middle East.

Beyond the brand Lorna Jane promotes an entire lifestyle approach to Active Living by embracing the daily practice of Move Nourish Believe.  She has written and published several books on nutrition and active lifestyle.


Alison Gram
PR Manager

Christine Morgan
Director of PR

Tel: 0203 549 6420

Source: Debenhams


DICK’S Sporting Goods launches a specialty women’s fitness and lifestyle boutique Chelsea Collective

PITTSBURGH, PA, 2015-7-21 — /EPR Retail News/ — DICK’S Sporting Goods (NYSE: DKS) announced today the launch of Chelsea Collective, a specialty women’s fitness and lifestyle boutique. The first two Chelsea Collective locations will open in August 2015 in Tysons Corner, VA at Tysons Corner Center and Pittsburgh at Ross Park Mall.

Named for the diverse and eclectic Chelsea neighborhood of New York City, Chelsea Collectivewill provide customers with a uniquely curated assortment of apparel, equipment, footwear, accessories and beauty products, fusing fitness and fashion to serve women who are on the cutting edge of new trends and have a variety of fitness interests.

Chelsea Collective will feature iconic brands such as NIKE and CALIA by Carrie Underwood, while also boasting niche brands such as Lorna Jane, Spiritual Gangster and ALALA.

A significant portion of the store’s total assortment will feature footwear, accessory and beauty brands such as Brooks, Hunter Boots, Pure Vida, Le Sport Sac, evian and philosophy.

“As leaders in sporting goods and fitness apparel, we wanted to provide a destination for women who are on their own personal fitness journeys; a store where they can come in and feel part of a community that understands them and their needs,” said Lauren Hobart, SVP, DICK’S Sporting Goods/General Manager, Chelsea Collective. “We feel Chelsea Collective will meet and exceed this active woman’s expectations.”

While owned and operated by DICK’S Sporting Goods, Chelsea Collective locations will operate as small boutique shops. Both the Tysons Corner and Pittsburgh locations will focus on forming local partnerships that will benefit and reward loyal customers.

“We truly want these stores to have their own voice, their own local flavor,” said Hobart. “We’re hiring experts – associates who live for the latest fitness and fashion trends, who buy and use the products this store offers and who will be a sought after resource to the Chelsea Collectivecommunity.”

Grand Opening details for both boutiques will be shared in local markets soon. For more information, visit

About DICK’S Sporting Goods, Inc.
Founded in 1948, DICK’S Sporting Goods, Inc. is a leading omni-channel sporting goods retailer offering an extensive assortment of authentic, high-quality sports equipment, apparel, footwear and accessories. As of May 2, 2015, the Company operated more than 610 DICK’S Sporting Goods locations, serving and inspiring athletes and outdoor enthusiasts to achieve their personal best through a blend of dedicated associates, in-store services and unique specialty shop-in-shops.  Headquartered in Pittsburgh, PA, DICK’S also owns and operates Golf Galaxy, Field & Stream and True Runner specialty stores. For more information, visit the Press Room at

Contact: DICK’S Sporting Goods –