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Viyella makes its etail debut

Classic womenswear retailer Viyella will launch a transactional website next week, to capitalise on the surge in older shoppers buying online.
The site, at, will stock about 70 top-selling items from its casual, occasionwear and City collections, with prices from £29 for a T-shirt to £199 for a raincoat.

Viyella has added more fashionable, younger styles to its offer in the past 12 months to complement its core classic range, which targets over-50s.
Viyella executive chairman Robert Kimpton said: “Having seen pre-Christmas trading figures and the growth of online, it is now a valid channel for the 50-plus market. Initially there were concerns over fraud, but this age group is now not afraid to use the web for purchases.”

Kimpton said Viyella’s online offer would also cater for areas in the UK that are not represented by bricks-and-mortar stores. He said the site, which will initially deliver to the UK, also had the potential to sell overseas.

The retailer, which is owned by investment group Harris Watson, aims to open up to 10 stores in the next two years. It already has 41 standalone stores and 60 concessions.

Kimpton said: “We’re looking at locations in south Wales, the Midlands and London.”

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