Contemporary mini-chain Joy has launched its first own-brand footwear range in a bid to go head to head with fashion multiples.
The 35-piece collection backs Joy's plan to grow its fashion offer, which already includes clothing and accessories. The new line, which is described as quirky, bright and playful, is priced between £18 and £60.
The move into own-label footwear follows store growth that means Joy can now meet suppliers' minimum order demands.
Joy buyer Alison Pratt said: "Now that the store base has grown, we can get minimum orders and compete with retailers such as Topshop and Office."
The hanging shoe offer is now in all of Joy's 19 stores, with a dedicated display area in the 12 biggest shops.
Pratt said the own label worked well with Joy's clothing offer. "The shoes don't take up much square footage. In new stores we've put them on display blocks," she said.
Joy launched branded footwear last autumn, but found it hard to compete on pricing with the rest of the high street.
The south London-based business plans to increase its store portfolio to 30 by the end of next year. It targets men and women aged between 23 and 35 years old, selling own label and branded clothing, gifts and homewares.