Jo Hooper, former womenswear director at Debenhams and John Lewis, is launching her own womenswear brand, called Nrby, in early March, Drapers can reveal.
Hooper is opening a pop-up store on 73 Elizabeth Street in London’s Belgravia, and launching a website this week.
The concept of Nrby is versatile and comfortable women’s clothes “for home and nearby.”
Hooper worked with a freelance designer to create the collection, which includes hareem pants, jumpsuits, jumpers and dresses in soft, tonal colours.
It comes after she left her position as product director of cashmere brand Pure Collection in January 2018.
Hooper joined Harrogate-based Pure Collection in January 2016 to oversee its buying, design, sourcing and strategy.
Hooper has previously shaped the womenswear offer for several businesses, including John Lewis. She joined the latter as womenswear buying director in 2008, and was credited with many of its fashion successes during her six years there, including the introduction of Somerset by Alice Temperley.
She left in mid-2014, and in November of that year joined LK Bennett in the newly created role of group product director. She departed after four months, in early March 2015.
Before joining John Lewis, Hooper was head of buying and design at Debenhams from May 1998 to December 2002.