"We are pleased to give St Ives the contract as we have worked with it in the past and it has experience on other consumer titles," said Debenhams Desire publisher Rachel Taylor.

The first issue of Debenhams Desire will be launched in November. Publisher Publicis Blueprint has awarded the repro contract to  Wyndeham Graphics. Taylor said the title would target 35- to 54-year-old women and cover all of the store's departments. Debenhams Desire will be an "aspirational" glossy, she added.

The Caerphilly site and Publicis Blueprint are currently linking up to produce a magazine for satellite communications specialist Inmarsat.

St Ives Caerphilly is part of the group's web division and has printed customer magazines for other companies including the John Lewis Group, Laura Ashley, Marks & Spencer and the River Island Clothing Company. It also works with contract publishers including John Brown Citrus, Mediamark, Redwood and Cedar Communications.

Publicis Blueprint's clients include Asda, Homebase, Microsoft and Toni & Guy. The decision by Debenhams to launch a consumer title comes after it decided to drop its printed catalogue earlier this year. The retailer's 2004 550,000-run spring/summer catalogue was its last after it moved all its mail order shopping to the internet.

Also during the summer Debenhams became the first firm to buy CMYK Optimizer software from Applecart Solutions (PrintWeek, 19 August).

Story by Philip Chadwick