The designers behind young fashion brand Sugarhill Boutique are set to launch a new short-order brand at Pure London on February 10.
Poppy Lux is a 150-piece collection targeted at 18-25 year old women, providing “a more glamorous look” than the mainline collection.
The brand is aiming to secure between 35 and 50 stockists for its first spring 13 collection, which will be available for delivery at the beginning of April.
Target stockists include etail giant Asos and key young fashion independents.
Poppy Lux will offer new product drops every eight weeks and wholesale prices range from £7.85 for a blouse up to £16 for a strapless lace dress. Retailers will be offered a mark-up of 2.8.