Lingerie etailer Figleaves is planning to trial mid-market womenswear brands on its site next year.
Chief executive Julia Reynolds said she was in talks with clothing brands to target women aged between 30 and 40 years.
She said: “We don’t want to emulate Asos, My-Wardrobe or Net-a-Porter. We want to focus on casualwear.”
Reynolds said it was too early to name brands but they would be “not too expensive and for cash-rich but time-poor women.”
She said the decision was prompted by customer demand. “It also gives us another channel. Up to 40% of our weekly customers are new,” she said.
Maureen Hinton, senior analyst at research firm Verdict Research, said the launch made sense. “It’s an opportunity for Figleaves to generate more sales, as it has people coming to its site that buy into other types of clothing elsewhere,” she said.
Figleaves has also begun trialling an own-label lingerie range called Figleaves Basics. It sits below its branded offer on price. The full range will launch next year.