Debenhams shakes-up long-standing fashion designer partnerships

The new chief executive of Debenhams is cutting back on some of the older fashion designers who have been selling ranges at the department store for decades as he tries to freshen up its cool credentials.

It is understood Sergio Bucher has decided to discontinue Betty Jackson, the 67-year-old London designer who launched Marks & Spencer’s Autograph suits collection in 2000, as part of his turnaround strategy.

Jeff Banks, the 73-year-old Warehouse co-founder who rose to popular fame in Eighties TV series The Clothes Show, will have his ranges shrunk to just formal suits and shirts.

No decisions have yet been made on other veterans, who include the likes of 63-year-old semi-retired John Rocha, Jasper Conran, 57, and Ben de Lisi, 61.

Bucher, who has also held senior roles at Zara owner Inditex, Nike and Puma is expected to bring in new designers to refresh the ranges Debenhams offers its customers.

While Designers at Debenhams, launched in 1993, started the idea of boutiques creating High Street ranges, other chains have arguably eclipsed it since. Topshop teamed up with Kate Moss, H&M with Stella McCartney.

It is not clear who Bucher plans to use as he refreshes Debenhams’ roster, but the recent success in its beauty departments of makeup from cult LA tattooist and model Kat von D could be a sign of a shift to appeal to a younger clientele.

Bucher will update on his strategic plan for Debenhams in April.

Debenhams declined to comment.