Lipsy is aiming to take on Asos through its online young fashion branded offer, Lipsy & Co, which stocks more than 150 brands including Boohoo, Glamorous and Fashion Union.
The business said it had “ambitious expansion plans” and wants to become the “new branded destination” for women.
“We now have more than 150 brands and we have very ambitious expansion plans to bring on board many, many more,” brands buyer Belinda Manfo told Drapers.
She said the company had diversified its offer, with buyers sourcing globally and particularly looking to social media, to “actively seek out the hottest brands that offer the hottest trends”.
“We are so much more than party dresses now – we cover all categories,” she added.
Lipsy & Co has added Australian brands such as Forever New and Bardot for spring 16, and is introducing Los Angeles-based brands JOA for autumn 16 and Lovers + Friends for spring 17.
The platform also has a premium area stocking brands such as Comino Couture, which retails dresses for up to £140, as well as Frock & Frill and Hope and Ivy.
In the growing sector of denim, Lipsy & Co is launching Daughters of Denim and Liquor & Poker for autumn, as well as curve collections from Fashion Union and Glamorous.
Manfo added that athleisure is a “huge new area” for the business and will launch Lorna Jane, Ellesse, Bond and new brand Adolescent this autumn.
Aldo will also join Lipsy & Co’s footwear offer and Barry M will be added in the beauty department.
Lipsy made sales of £74.3m in the year to January 31, up 1.7% on last year. The company’s third-party branded offer grew from 12% of the business in 2015 to 23% in January and it is aiming for this to further increase, parent company Next said in its annual report.
Lipsy & Co is separate to Next Label, the platform through which Next sells more mainstream third-party brands, such as Oasis, Warehouse and Monsoon.
Lipsy trades from around 40 stores, online, and through wholesale and franchise channels.
Next bought Lipsy, which has 57 stores and concessions in the UK and Ireland, for £17m in 2008.