Jingle tills: Christmas comes early
Brown Thomas denied that Christmas had come too early as it launched its festive shop.
Buying director Rachel Morgans said the store is simply meeting a demand from customers by offering its seasonal selection from August.
The Christmas shop launched in the Dublin, Cork and Limerick stores, 131 days before the holiday.
"We're just reacting to our customer needs. People are time-poor, and this just gives them the opportunity to buy early," Ms Morgans said. "You can come along, you can get inspired.
"You don't have to buy now, but for those people that want to get things ready for Christmas, this just gives them the opportunity."
Former Miss Ireland Sarah Morrissey, pictured above, who attended the launch, said the store reflects everything there is to love about the festive season. "I am such a Christmas person, I would celebrate it all year long," she said.