The design duo behind premium womenswear brand Pyrus have created a new contemporary brand.
Juniper Rose is soft launching for spring 14 initially as a 30-piece range of tops designed by Ash and Lorraine Johnson, before expanding to a full autumn 14 launch.
The autumn range will comprise 40 pieces including dresses, jackets and trousers.
Charlotte Russell, head of sales for Juniper Rose and Pyrus, said the new brand was “more contemporary” than its sister label.
“The collection is much more boho, it is going back to embellishment, embroidery and special details,” she said.
Wholesale prices start at £19 for a cotton top to £40 for outerwear. Pyrus ranges from £25 to £140. “It appeals to a slightly younger customer,” Russell added. “The shopper buying Juniper Rose is the customer buying the lower end of Maison Scotch and Selected Femme ranges.”
Juniper Rose has signed eight stockists for spring 13 including Anthropologie and womenswear independents Stanwells in Lymington, Hampshire and The Dressing Room in St Albans.
The brand is aiming to double its stockist number for autumn 14. “The extended collection will open the brand up to more department store chains and multiple accounts,” said Russell. “Eventually you do need to have a bigger lifestyle collection to merchandise.”
The brand will be exhibited at womenswear show Pure London, which takes place at London Olympia from February 9-11.