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Eve Pollard aiming to make headlines at Pure

Journalist Eve Pollard will exhibit her eponymous womenswear range for the first time at trade show Pure London from February 9-11 as she looks to expand into bricks-and-mortar stockists.

Pollard, who edited the Sunday Mirror and Sunday Express, is pitching her brand as “glamour for grown-ups”. At present it is sold via its own website and Gray & Osbourn, the catalogue retailer.

The 20-piece dress collection targets women aged 40-plus in sizes 10 to 20. All pieces are made in the UK and wholesale prices range from £33 to £55.

“This Pure exhibition is hopefully the beginning of our expansion into stores,” Pollard said.

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