International “modest clothing” firm to launch brand in Debenhams Birmingham

Modest clothing items at Aab's London store [Source: Aab]

An international “modest clothing” company is set to launch its brand in a major Debenhams branch in Birmingham.

Aab will be opening its brand inside Debenhams at Bullring and will offer a range which includes hijab, kurti tops, abayas, jumpsuits and kimono wraps together with hijab pins and caps.

Established in 2007, Aab’s clothing collections include contemporary cover-up garments and accessories.

The first collections are set to launch in May 2017 across the Middle East and Asia Pacific alongside a UK pop-up store roll-out starting with Debenhams Oxford Street, London.

The brand will then be introduced at Birmingham Bullring , Westfield Shepherd’s Bush, Trafford Centre Manchester and Leicester.

Jeanette Whithear, trading director International at Debenhams told Birmingham Mail: “We are delighted to introduce the Aab range to our international and select UK stores.

“Adding the high quality fashion range to our product mix enables us to offer collections that are highly relevant in both international markets and to our domestic customers and is a step closer to creating a product offer that caters for broader customer needs.”

The name Aab is derives from the Persian word for water.

Nazmin Alim, founder and creative director at Aab, told Birmingham Mail: “We started Aab almost a decade ago as a label that redefined modest fashion and one that caters for everyday modern wardrobe staples that are thoughtfully designed with the highest quality.

“The partnership with Debenhams opens up some very exciting opportunities for us.

“Debenhams is a quintessentially British department store and among the few department store brands with a truly global reach.”

The products will be sold in Debenhams stores in Dubai, Kuwait, Saudi Arabia, Bahrain, Iran, Indonesia and Malaysia.

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