Design consultancy HGA Group will launch a women’s young fashion brand next month that will be sold via Tesco’s clothing website and via a concession in Topshop’s London Oxford Street flagship.
18 & East is being unveiled by HGA, which offers design and production services for brands and retailers using a pool of 500 designers to support in-house teams. HGA has previously worked with retailers including Asos and Etam.
HGA decided to launch the brand after a discussion with Tesco when it was consulting for the supermarket chain on its F&F range.
The 50-piece collection will launch online at www.clothingattesco.com in the last week of February, with retail prices ranging from £16 to £40. The collection includes pieces made with exclusive printed fabrics, including maxi dresses, skirts and blouses. The brand is aimed at 15 to 25-year-old women.
HGA managing director Sue Webster, who was previously design and merchandise director for lifestyle brand Ben Sherman and former head of product for French Connection menswear, said the brand could wholesale to others in the future, but declined to provide details.
The Topshop concession will open in the first week of March. Webster said the range in Topshop would differ slightly from that offered by Tesco, with more directional pieces and price points about £5 higher.
18 & East will also sell the collection directly from its own website at www.18andeast.com, but does not plan to open standalone stores. “It’s difficult in the UK,” said Webster. “It’s pretty much saturated; having that point of difference is very difficult.”