Multi-channel retailer Joules will launch a capsule range for spring, after its mail-order arm grew nearly 400% in the past year.
Available online and in shops, the 12-piece womenswear range will be priced at the upper end of Joules' existing offer, with a dress priced at about £70.
It will be updated quarterly and marks a strategic move by the company to build a more fashion-led offer. "We've already added extra pieces, but in an informal way," said managing director Tom Joule. "This range will freshen things up." Womenswear accounts for 70% of the business.
Joules will open stores in Bath, Marlborough in Wiltshire and Chichester in West Sussex later this year. Retail and mail order account for 10% and 40% of the business respectively.
In May, Joules posted total sales of £2.2 million, with turnover of £14.1m for the year to January 31.