Antony Eden, a former digital marketing director at Boohoo and JD Sports, has developed a new brand for men in their 50s called Pegasus, after identifying a gap in the market left by high street retailers.
Pegasus, which is owned by UK mail order business Unity Home Shopping, targets men aged 50 to 65 who have difficulty finding smart-casual clothing in their size.
“Marks & Spencer is trying to be everything to everybody and is not focusing on its core audience,” explained Eden, who is brand director.
”These customers want to access fashionable mainstream clothing with a twist. They might go into Next for inspiration, but the product there doesn’t fit their middle-age spread.”
Pegasus has launched online with 150 pieces for autumn 15. Retail prices range from £15 for jumpers to £65 for trench coats.
Eden said it may launch a catalogue in the future given Unity Home Shopping’s experience and success with its main business Chums, which is mainly mail order.
Chums stocks fashion, footwear and homewares aimed at men and women over 75. Most is own-label, but it includes some third party brands such as Skopes, Double Two and Padders. It has 2 million customers and a turnover of £25m.
Eden was head of digital marketing at Boohoo from 2011 to 2013 and head of digital marketing and development at JD Sports Fashion from 2013 to 2014.