Debenhams has announced an exciting new two-year partnership with The Jockey Club, marking the beginning of a collaboration that will bring a touch of luxury and glamour to some of the UK’s most prestigious horse racing events. This partnership will see Debenhams, known for its rich legacy in fashion and beauty, creating unforgettable experiences for racegoers at several iconic racecourses, starting in 2025. From immersive beauty experiences to race sponsorship, this partnership is set to elevate the racing scene with a fusion of sport and style.
The partnership kicked off with a standout presence at the Cheltenham Festival, where racegoers were treated to luxury spa experiences while enjoying the thrilling action on the course. The collaboration between Debenhams and The Jockey Club brings together two iconic British institutions—one rooted in fashion and retail, and the other in the world of horse racing. Together, they aim to offer racegoers an all-encompassing experience, blending elegance, performance, and a sense of empowerment.
As part of this partnership, Debenhams will feature prominently at some of the most celebrated fixtures in British racing. These include the Betfred Derby Festival, the Coral-Eclipse at Sandown Park, Newmarket’s July Festival, and the Randox Grand National Festival in 2026. Through this collaboration, Debenhams is not only enhancing the raceday experience but also making beauty and fashion an integral part of the racing tradition.
One of the key highlights of the partnership is the launch of Debenhams’ luxury ‘Day Spas.’ These pop-up beauty destinations offer racegoers the opportunity to unwind and indulge in a range of pampering experiences, from makeup and hair touch-ups to interactive beauty sessions. The Day Spas will feature premium beauty brands like L’Oréal Luxe, including Lancome, YSL, and Prada, allowing visitors to refresh and rejuvenate while embracing the excitement of the races.
For those looking to elevate their style, the Coast at Debenhams collection will provide elegant fashion options that are perfect for any special occasion, including race days. The collection offers sophisticated designs that effortlessly combine style and grace, ensuring that every guest feels their best at the races.
Beyond the luxurious beauty offerings, the partnership promises a range of interactive experiences, including beauty bars where racegoers can explore top-tier beauty products, personalized make-up and hair touch-up zones, and even the chance to sip champagne while indulging in mini beauty sessions. The Debenhams’ Day Spa also promises to create Instagram-worthy moments, providing racegoers with picture-perfect backdrops to capture the day’s excitement.
Debenhams’ CEO, Dan Finley, expressed his enthusiasm for the partnership, highlighting how it combines the company’s legacy of style with The Jockey Club’s reputation for elegance and excitement. He emphasized how the luxury beauty experiences offered at racecourses will allow racegoers to feel refreshed and glamorous while enjoying the thrill of the races.
The Jockey Club’s Head of Partnerships – Sales, Jack Royle, echoed this sentiment, stating how thrilled they are to welcome Debenhams as an Associate Partner. He noted that the partnership aligns with The Jockey Club’s commitment to creating memorable experiences for racegoers by combining the excitement of racing with high-end fashion and service.
This collaboration goes beyond just raceday activations. It also includes year-round branding across The Jockey Club’s racecourses and digital platforms, ensuring that Debenhams’ presence is felt throughout the year. Together, Debenhams and The Jockey Club are creating a unique synergy that celebrates British talent, beauty, and style.
The partnership between these two esteemed brands represents a fusion of heritage, elegance, and a shared vision for the future. Debenhams, now a prominent online retailer with an impressive selection of over 13,000 brands, continues to offer an exceptional shopping experience. With this partnership, they are bringing their expertise in fashion and beauty directly to the heart of British racing, ensuring racegoers can enjoy not only the thrill of the sport but also the glamour that comes with it.
