House of Fraser will launch a new womenswear house brand this autumn called Maison De Nimes, focused around denim and casual separates.
Maison de Nimes
The brand, which will be introduced to selected House of Fraser stores from September, takes inspiration from “coastal living from LA to Ile de Ré”, a spokeswoman said.
The collection includes a washed-out logo T-shirt priced at £25, jeans at £55 and a soft leather jacket in pale grey at £249.
House of Fraser is aiming to grow sales of its house brands from 15% in the year to January 30. It did not give a target figure.
Concessions currently account for 50% of its fashion sales, while wholesale is around 35%, chief executive Nigel Oddy told Drapers earlier this month.
The department store chain is also introducing Donna Ida and DL1961 denim and Joules womenswear for autumn 16, as well as Versace Jeans for men.