Debenhams invests in mobile beauty services company blow


UK department store chain Debenhams has acquired a minority stake in on-demand beauty services company blow in order to expand its presence in the sector.

The investment is consistent with Debenhams’ Redesigned strategy unveiled this April, wherein the company declared plans to build a £1bn business in the beauty sector.

The deal also enables the company to get a proposition in the beauty services market through a tech-enabled premium service provider.

Furthermore, the minority stake is said to provide the company with a new distribution channel that allows customers can book and get beauty services at home.

“This move accelerates our ambition to bring expert beauty services to customers in key regional cities across the UK."

Debenhams chief executive Sergio Bucher said: “This will allow us to scale-up our beauty services offer rapidly and bring brands closer to customers both in store and in their own homes.

“blow’s exclusive presence in Debenhams stores will give customers more reasons to visit us and the digital app booking service fits with our aim to offer customers a seamless mobile experience.

“Through partnering with blow, Debenhams can adopt an entrepreneurial approach to a growing market, acquiring external expertise with flexibility and low overhead commitments.”

The partnership will also see products made available through dedicated blow ‘beauty bars’ in Debenhams stores.

Offering blow dry, make-up and nail services, the first three beauty bars are set to open in Debenhams’ Oxford Street, Birmingham Bull Ring and Manchester stores between now and December, with further scope for such centres in near term.

blow chairman and co-founder Dharmash Mistry said: “Our partnership with Debenhams will turbo-charge growth and awareness of blow by accessing the vibrant and loyal customer base of a UK market leader.

“This move accelerates our ambition to bring expert beauty services to customers in key regional cities across the UK, either in their homes or in Debenhams stores.”