Online retailer Debenhams has been unveiled as the first headline partner for this year’s Camp Bestival festival, taking place in Dorset from 31 July to 3 August.

The move will see the brand formerly known as Boohoo.com sponsor the event through to its 2026 edition, with up 30,000 people are expected to attend the family-focused festival this year alone.

Hosted by Lulworth Castle on Dorset’s Jurassic Coast, headliners at the festival will include the likes of Sir Tom Jones, the Sugababes and Basement Jaxx.

“Camp Bestival represents the quintessential family festival experience. With Debenhams’ broad offering for every member of the family, this partnership presents a natural alignment,” said Dan Finley, CEO of Debenhams Group.

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“The launch of Planet Debenhams marks an exciting opportunity to deepen our connection with customers while delivering a vibrant and memorable experience for festivalgoers,” he added.

As part of its sponsorship deal with the event, Debenhams will be hosting an interactive pop-up where immersive experiences will aim to bring the online department store’s handpicked fashion, beauty, and lifestyle brands to life.

A Camp Bestival spokesperson added: “We’re excited to welcome Debenhams as Camp Bestival’s first-ever headline partner for the next two years. Camp Bestival is about creating unforgettable moments for families, and Debenhams brings a vibrant, imaginative spirit that perfectly aligns with the festival’s mission.”