Debenhams reveals Kat Von D sales outperform Black Friday


On day one of sales, the most popular product was the Everlasting Liquid Lipstick, generating £52,000 in sales

Debenhams, the UK high street department store retailer, has revealed that online sales of the Kat Von D make-up brand have boomed, with 9,000 units sold on the first day of being stocked.

The retailer gave shoppers a first chance to buy the Canadian musician and artist’s highly-anticipated make-up range on 13 September ahead of a bricks-and-mortar launch due to take place on 5 October.

Sales on the site outperformed those that occured on Black Friday for the beauty division, with 62,000 visits to the Kat Von D brand site on the Debenhams website – 1000% times more visits than is the norm for a cosmetic brand. The launch drove 30% of total online sales on day one.

The most popular product in volume sales terms was the brand’s Everlasting Liquid Lipstick, generating £52,000 in sales.

Sara Stern, Beauty Divisional Director said she was “hugely excited” to see the customer reaction in-store in October. She said: “The reaction to the Kat Von D online launch at Debenhams is phenomenal.

"Within our first three days of trading the brand showed five times more success than any other brand online. Kat Von D has a loyal fan base who are passionate about long lasting cosmetics and distinct pigments.

"The brand will attract a new customer into our beauty offering and beyond and we are hugely excited to see the customer reaction once it lands instore next month."

Sign up for your free email newsletter

Kat Von D will launch into Debenhams' flagship store on Oxford Street on 5 October with a 412sqft trading space.