Alexon Group, the mainstream womenswear retailer that operates chains such as Ann Harvey, Eastex and Kaliko, is to launch a leisurewear brand aimed at the 35-plus woman.
The brand, called Lazy Lu, initially launched in spring 10 as a younger leisurewear range comprising 15 options within the group’s Dash chain and was known as Pure Dash.
It was expanded to 60 options for spring 11 and, given its success, Alexon decided to give it its own identity.
Chief executive Jane McNally described the brand as “a third wardrobe range for the woman who wants to look more glamorous in her leisure time”.
Lazy Lu will launch in July and be available in selected larger Kaliko and Dash stores such as Chichester and Cheltenham as well as via 10 Lazy Lu concessions in department stores including Arnotts and House of Fraser. The average selling price for autumn 11 is £39.
Alexon Group has 69 standalone stores in the UK and 819 concessions.