High street retailer Mango is to launch a new womenswear fascia for spring 14, targeting women with fuller figures.
Violeta, which is aimed at women aged 30 to 55 years, will feature more sophisticated fabrics than Mango’s main line collection, including silks and leather, and will be available in UK sizes 12 to 24.
The “slightly upgraded” range will be priced 10-20% higher than Mango, where T-shirts retail for an average of £20 and dresses cost on average £50.
After speaking at today’s Fashion Summit, Aniko Kostyal, expansion director for Russia, told Drapers the brand would cater to a “niche market with limited competitors.”
Violeta will operate from 100 standalone stores worldwide, with stores measuring 3,229 sq ft on average. It is not yet known how many stores will open in the UK as part of the initial rollout.
The move follows the launch of Mango’s Premium range for autumn 13.