A former Tesco food buyer, Claire Reed, has launched a British-made clothing brand aimed at women taller than 5ft 8ins (173cm).
Although One Seven Three has initially been set up as an etailer, Reed aims to branch into wholesale next year and plans to target retailers such as Asos and John Lewis.
The premium brand’s website, www.oneseventhree.com, went live last week with a small autumn 13 collection comprising two tailored coats, a jacket and a pair of trousers all produced at the Robert J Hughes factory in Enfield, north London.
For spring 14, Reed plans to double the offer by adding four dresses. Reed decided to set up the business after struggling to buy clothes herself. “New Look, Next and Topshop do some tall ranges but there are none at a level equivalent to Reiss, Hobbs and Whistles,” she said.
Retail prices range from £110 for slim woollen trousers to £225 for a trench coat.