House of Fraser has acquired iconic British womenswear brand Biba.
Biba, which was founded by Barbara Hulanicki in 1964, will sit alongside HoF’s portfolio of own brands Linea, Untold, Therapy and Episode.
Biba, which made affordable fashion-led clothes available to the everyday shopper, created the definitive look of the 1960s and 1970s.
HoF will introduce the brand to 30 department stores and online for autumn 10. It is expected that Biba will occupy 1,000 sq ft of space across all categories, including accessories, jewellery, footwear, homeware and fragrances.
HoF bought the brand and its archives from Liechtenstein-based investment fund Hachel International Foundation.
HoF chief executive John King said the brand, which showed at London Fashion Week in September 2006, would be “more accessible”.
HoF executive director for womenswear and accessories Stephanie Chen said the design team would draw inspiration from Biba’s archives but update the brand using modern technologies. She said: “We will be making it a lot more appropriate for today and picking up an essence of Biba with flamboyant, sexy prints in silks, knits and dark denims with soft washes.”
HoF will introduce a Biba Blue range priced at £50 for denim and Biba Gold limited edition pieces priced at up to £200-plus.