A designer range at high street prices

Feb 9 2010 by Liz Lamb, The Journal

Next week Principles, one of the UK's best-loved brands, launches its new line at the new Debenhams store in Newcastle. Liz Lamb has an exclusive chat with man at the helm, celebrity designer Ben de Lisi.

The launch of Principles by Ben de Lisi comes as Debenhams makes a dramatic return to Newcastle as the jewel in the crown of the Eldon Square redevelopment.

The company received more than 3,000 applications for the 250 positions at the 180,000 sq ft four-floor department store, which will stock 92% of own-brand fashions and homewares.

A huge array of well-known names will be on offer.

New to Debenhams in 2010 is H! by Henry Holland, Butterfly by Matthew Williamson, J by Jasper Conran, Star by Julien MacDonald, Betty Jackson Black and Rocha John Rocha, as well as Principles by Ben de Lisi, his new homewares line, and the BDL occasionwear.

Ben says: “I think the Principles buyer is a very confident woman. Her average age is 40 though the clothes would look very comfortable on a 17-year-old or a 70-year-old. It’s a very rounded collection.

“There are pieces for everyone.

“The buyer knows her body well, is not a fan of mediocre detail and she likes subtle detailing. She likes block-colour and geometry patterning, not frilly flowers.

“There is a lot of iconic pieces in the collection. The mac is a phenomenal piece. It’s about quality, staple pieces you can keep forever.”

Ben was last in the North East in October when he launched his homewares range at Debenhams in the Metrocentre.

“I am delighted Principles by Ben De Lisi is being launched in Newcastle,” he says.

“ I have never been before. I work with some people from Newcastle who have told me about it.

“I am certainly going to be visiting soon.”

:: The new Debenhams store will be at 54-80 Newgate Street, Newcastle. Opening times are from 9am- 6pm Mon-Friday, with 9am- 8pm Thursday, 9am- 6pm Saturday and 11am-5pm Sunday. For more information visit www.debenhams.com