Danish fashion house Bestseller has launched its first occasionwear range, Studio 75, for autumn 15.
Sitting under the womenwear brand Yas, the Studio 75 collection features 35 styles of dresses, tailored trousers and jackets with a strong 1970s influence.
Rhona Colquhoun, country sales manager for the Vero Moda Group at Bestseller UK, told Drapers there was a gap in the market for a “bridging brand” like Studio 75.
“There is definitely a gap between what young fashion labels like Lipsy and Little Mistress do and that higher price point at Ted Baker. We want to bridge that gap between fast fashion and a more contemporary label.
“We still want to be accessible for the high street but offer something a bit different. There is demand for it as retailers have been asking us for this kind of product.”
Bestseller is looking for multiple retailers as well as independents to stock the collection and has already attracted interest from Asos.com, House of Fraser and Shop Direct, although no stockists have been confirmed yet.
Wholesale prices start at £21 for cotton dresses and range up to £33 for embellished dresses, with a 3x mark up. The range will have four collections per year with the first dropping in July.