Growing confectionery chain Patisserie Valerie has signed a deal to open six Debenhams concession shops.
The concessions will open in Oxford, Hereford, Redditch and the new Wandsworth site, which is opening soon. Other locations are yet to be confirmed.
The retailer said it aimed to open the Patisserie Valerie spaces for the autumn/winter period. They are being added to make use of under-used store space. By doing this Debenhams aims to secure higher returns, improve choice and increase shopper numbers.
Debenhams UK director of space planning Mark Jordan said: “The addition of new concessions comes as we extend our successful space optimisation trials and continue to look at new and exciting ways of enhancing the experience for our customers. Broadening our food offer will see a number of fantastic new brands join our portfolio and offer our customers a variety of options for casual dining. For some food brands it will be their first outlet in a town where they do not already have a presence and we are confident this will be a key footfall driver.”
In 2013, the patisserie business opened its first concession store in Next stores.
Patisserie Holdings, parent company of the brand has had a strong year so far, seeing underlying profit increase 23.1% to £8.7m in the six months to 31 March 2015.