Womenswear brand Darling has created Beloved, a “dressier and edgier” sister label for autumn 12, targeting about 200 stockists worldwide for its first season, including department store Selfridges.
According to Nadia Moraes, director and designer at the two brands, Beloved has been designed to sit alongside the mainline, so existing stockists will be targeted, although it is also “looking to open new doors for both brands”.
Darling has 300 UK stockists including etail giant Asos and department store group Fenwick, as well as a further 600 stockists worldwide.
“Since Darling’s launch we have listened to our customers and learnt that there is a lack of dressy, embellished and edgy product, so we feel this is the right time to launch a new range based on the short-order model,” said Moraes.
There will be eight drops per season for Beloved – double the number for Darling – and each drop will comprise 60 pieces.
“There will be fresh product throughout the year,” Moraes said. Wholesale prices will range from £7 to £33.
Last month, Darling announced it was outsourcing its sales for the first time and had appointed Manchester-based agency Blustocking to grow its business in the north of England and Scotland.
Darling won the Womenswear Brand of the Year accolade at the Drapers Fashion Awards 2011.