In 1996, Jasper Conran was one of the first designers to collaborate with the British high street. He designed a diffusion line, J by Jasper Conran for the department store chain Debenhams. This enabled a wider audience to buy into the distinctive Jasper Conran style and led to the launch of J Home, J Childrenswear and J Menswear Collections.

Debenhams traded from 240 stores across 28 countries.