British online fashion retailer Boohoo has partnered with Kuwait-based retail franchise operator Alshaya in an effort to grow its Debenhams brand in the Middle East.

The partnership will give Alshaya exclusive rights to operate Debenhams stores and a local e-commerce platform in Kuwait, Saudi Arabia, UAE, Bahrain, Egypt, Oman and Qatar.

The company currently operates Debenhams stores in local shopping malls.

The move is in line with Boohoo’s efforts to expand its presence in key regions through strategic wholesale partnerships.

From the fourth quarter of this year, Boohoo will sell its brands in franchised Debenhams stores in the Middle East. It will be available online from early next year.

Boohoo CEO John Lyttle said: “I am delighted to be working with Alshaya to operate Debenhams in the Middle East.

“The Debenhams brand has been popular in the region for a number of years, so this is a great opportunity to build on the existing brand awareness while expanding the [number of] product ranges and brands available to customers.

“It also offers a new route to market for brands within the Boohoo Group , raising their profile in a growing new market.”

Alshaya CEO John Hadden said: “Debenhams is a highly successful and well-loved brand in the Middle East, thanks to sustained store and product innovation over 25 years across fashion, beauty and home.

“We are delighted to step-change that innovation through our new partnership with [the] Boohoo group, one of the UK’s leading digital retailers.

“Alshaya already has the region’s largest digital footprint but I know the team are looking forward to learning from such acknowledged global e-commerce experts.”

In January, Boohoo acquired British fashion retailer Debenhams in a £55m ($69m) deal, resulting in Debenhams’ 118 remaining UK stores being closed.

Last month, the company announced that its revenues had increased by 32% in the first quarter of the year compared to a year earlier.