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Freemans to tempt older shoppers with Amara line

Otto UK is poised to launch a new sub-brand aimed at older shoppers and plus-size customers in its Freemans and Grattan catalogues to help it compete with rival N Brown’s Simply Be brand.

Amara, which will debut in the Freemans and Grattan catalogues next month, will consist of contemporary casual daywear through to eveningwear aimed at shoppers aged between 40 and 55.

The home shopping group will also launch a full plus-size collection called Amara Plus. Sizes will range from 14 to 26. The brand is set to compete with Marks & Spencer’s core collection as well as N Brown’s Simply Be ranges.

The next editions of the Freemans and Grattan catalogues will launch on June 14. Amara will have about 30 pages and 150 styles dedicated to it, while Amara Plus will get about 12 pages, which is equivalent to 60 products.

Prices for the two brands will range from £25 to £50.

Freemans and Grattan brand director Diane Fowler said: “The decision to launch Amara was a result of customer focus groups. We weren’t properly representing the 40-plus age range, who still want to be fashionable but not too trendy. We looked again at all our womenswear collections and thought, where do we go next?”

She added: “The aim was to create a versatile, sophisticated wardrobe for the stylish, fashion-aware older lady.”

Styles in the Amara offer include prom, shift and bandeau dresses. Daywear features wardrobe basics including trouser shapes to suit all figures, plus core tailoring pieces and jersey dresses. Casualwear includes chunky knits and printed tunics.

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