Mainstream womenswear retailer Hobbs will introduce a more contemporary, trend-led sub-brand aimed at the 35-plus customer to coincide with its 30th anniversary celebrations.
Hobbs Unlimited will launch in 10 stores at the beginning of September, including Glasgow, Edinburgh, and King’s Road and Covent Garden in London.
The range will comprise 36 pieces and seven pairs of shoes and, according to Hobbs creative director Sandy Verdon, will target the “grown-up woman looking for fashionability and something more contemporary than the mainline Hobbs collection”.
Verdon said the range, which will have its own logo, carrier bags and swing tags, will be a separate proposition to the NW3 sub-brand, which launched in autumn 2009 and targets a different, younger customer. There are no plans for a separate retail offer.
Verdon said: “NW3 by Hobbs is a younger and more playful expression of the brand. It is more eclectic in the way it is put together and has more extreme, on-trend silhouettes.
“Hobbs Unlimited is a cleaner, sleeker contemporary brand. Its sophisticated colour palette, peppered with highlights of on-trend brights, also differentiates it from NW3.”
Hobbs Unlimited will be priced about 20% higher than the Hobbs mainline, reflecting its higher-quality fabrics. Retail prices will range from £129 for trousers up to £299 for coats, with footwear priced from £129 to £499.
Although released to coincide with Hobbs’ 30th anniversary, Hobbs Unlimited will be a permanent collection that will expand into 35 stores within 18 months.
Meanwhile, to celebrate its 30th anniversary, Hobbs is creating a limited-edition footwear range comprising 30 different styles which will be available in 50 stores from the beginning of September.
The footwear range will be based on original Hobbs footwear styles that were available in stores in 1981, with a contemporary twist. Prices will range from £99 up to £300.
Hobbs has 60 UK standalone stores, 65 concessions and four outlets.