WatchShop has joined forces with Debenhams to launch WatchShop at Debenhams, enhancing the department stores ecommerce watch offering and bringing 13 years of experience as the UK’s leading online watch retailer.

The arrangement sees Debenhams, which already offers brands such as Armani Exchange, Casio and Tommy Hilfiger, expanding the portfolio of brands to include Bulova, Garmin, Guess Collection and Versace.

WatchShop also brings a wider range of watches from each brand, providing Debenhams with over 3,000 SKUs.

WatchShop CEO Robin Phillips says: “We are absolutely delighted with this move, enabling us to bring all of our years of online experience in the watch business to such a well established and iconic retailer like Debenhams. The partnership is a perfect fit for the two businesses, putting top brands front and centre for the customer.”

“We were able to get set up on Debenhams within six weeks, which was a great result for both businesses. This is an important step in our ability to offer end-to-end ecommerce solutions to businesses looking to establish or enhance their online offering with a trusted e commerce expert who can do it all for them,” he adds.

WatchShop takes care of all buying and merchandising activity, integrating with the Debenhams website using its B2B platform, LuxEcom, to fulfill all customer orders through its warehouse in Reading as a drop ship model.

The integration with the LuxEcom platform went live in September.

Early results have been promising, with Susie Calvert, Debenhams trading director for Mens, Accessories & Lingerie, commenting: “The time is right to be significantly expanding our watch offering. We’re delighted to be partnering with WatchShop, which will allow us to offer much greater breadth and depth of watches to our customers both in-store and online. We’ve been really enthused with how smooth and easy the transition has been.”