Asos will launch a premium daywear own label called Asos White to go head to head with retailers including H&M’s upmarket spin-off Cos and premium chain Reiss.
The range will launch in July with 100 pieces, featuring luxury fabrics such as cashmere and wool blends. It will be priced above Asos’s eponymous mainline but below its occasionwear range Asos Black, retailing at between £45 and £75, with outerwear pieces at up to £120.
The collection includes a camel wool double-breasted coat, chunky knits, a ruffle-front organza cream blouse and silk camisole tops.
Asos product and trading director Rob Bready said Asos saw a need for a “more premium day-to-evening range”. He said the range would compete with Reiss and womenswear chain Whistles, with the clean design element influenced by Cos.
“The 24-year-old customer we had five years ago is now in her late twenties and early thirties and wants to pay more for better fabrics,” he said.
Asos will also relaunch its Vintage-inspired Revive own-label concept for autumn 10. Each Revive collection takes inspiration from a different decade, and next season will be influenced by the 1940s.
Sales at Asos grew 35% to £233m in its full year to March 31. UK retail sales were ahead 23% and global sales soared 101%. In the 19 days to April 19, sales rose 56%.