House of Fraser will expand its new womenswear label Untold to include accessories and footwear, as it rolls out the range to 25 stores.
Untold, which includes tops from £35 and silk print dresses at £130, is aimed at fashion-conscious shoppers aged 28 to 35, and sits between the retailer's older Linea own brand and younger Therapy label.
House of Fraser chief executive John King told Drapers that the collection's launch in the London Oxford Street store last month had been a success.
"The range is based on quality fabrics such as silk twills, and we have sourced unique vintage prints, but Untold is priced about 15% lower than other similar labels," he said. "We're happy with our portfolio of own labels and will concentrate on developing existing brands rather than creating new ones. We'll be adding accessories and eventually footwear for Untold."
HoF's other womenswear own brands are Linea, Therapy and Platinum.