Designer label Jil Sander will launch a lower priced collection called Jil Sander Navy for spring 11.
The new line will be younger and more casual than the mainline and will be launched for January deliveries internationally.
Jil Sander Navy will be positioned approximately 40% lower than the mainline collection, which retails at between £150 and £2,490.
Alessandro Cremonesi, chief executive of Jil Sander, told WWD: “This is a strategic first step to grow the Jil Sander business as we aim to reach out to a vaster clientele. Not only does it address market needs, but it will complement the pre-collections and the runway offering.”
He added that the Navy collection would be targeted at a younger customer and is expected to boost Jil Sander’s turnover, which is understood to be about £88m, by 30% in its first year.
The Navy collection will feature casual pieces including t-shirts, shirts, dresses, trousers, skirts, jackets and jeans, as well as limited accessories and footwear collections. Lightweight jersey, soft knitwear and abstract prints will feature.
The collection will be sold via wholesale as well as in Jil Sander’s own stores, which will be refitted to house the collection. Jil Sander has one UK standalone store in London’s New Bond Street and is also sold in department stores including Selfridges and Harvey Nichols.
Jil Sander Navy will be the first major launch under Cremonesi, who was formerly chief financial officer of Jil Sander before he took over from Gian Giacomo Ferraris as chief executive in July.
Jil Sander is owned by Onward Holdings of Japan, which bought the company from private equity firm Change Capital in 2008.