Contemporary womenswear brand Amari is chasing an older customer with a new mainstream womenswear label for spring 13.
Set to launch at Pure London on August 19, Lily & Me is aimed at women in their 30s and 40s and comprises light knitwear, dresses and trousers as day-to-evening pieces.
The 35-piece collection will be available at both short and forward order with stock available to wholesale customers from January next year.
According to Amari’s head of marketing Polly Webb, Lily & Me will be aimed at a completely different stockist base and is targeting 150 to 200 accounts in its first season.
Amari, which targets women aged 20-plus, has 400 UK stockists including Bury St Edmunds lifestyle indie Sunrise and indie department store Bradbeers, which has two stores in Hampshire.
“We see this as more of a boutique-style brand than Amari and expect it to sit alongside other brands such as Fever, mainly in indie boutiques,” said Webb.
Wholesale prices for Lily & Me range from £12 to £22.