The owner of women’s young fashion brands Little Mistress and Paper Dolls is to launch a trend-led short-order brand for spring 14.
The brand will target women aged 18 to 25 and the collection will mainly consist of dresses, leggings, skirts and tops. The name is yet to be revealed as the registration process has not been finalised.
Little Mistress Group chief executive Mark Ashton described the new brand as “more street and more London than Little Mistress”.
He added: “The collections offer a unique style statement combined with catwalk trends. There’s a gap in the market for beautiful and edgy garments with a good-quality feel at a great price point.”
Wholesale prices will be notably lower than Little Mistress and Paper Dolls – whose wholesale prices range from £15 to £60 and £19 to £28 respectively – at £6 for a top and £8 for a dress, with corresponding retail price tags of around £20 and £25.
Ashton said Little Mistress Group was able to offer lower prices as the company will use its existing infrastructure and resources to produce the garments.
“We already have the people who work on Little Mistress working on the fit and sourcing fabrics for the new brand,” he said.
Production time for the new brand will be about 70% shorter than for sister brand Little Mistress, he added, as the latter features heavy embellishment.
Little Mistress Group is aiming to secure 250 stockists for the new brand in the first six months and will target existing accounts such as Bank, Shop Direct Group and House of Fraser, as well as independents.
The business has recently made a raft of appointments, including hiring Annie Read from Lipsy London. She takes up her role as senior designer of the new brand next week.
Catrin Watkins, founder and director of young fashion brand Maggie + Me, recently joined as head of design at Paper Dolls while Sarah Ashley, owner of sales agency 13 Ten Agency, was appointed as head of brand at Paper Dolls earlier this year.