Womenswear brand Fenn Wright Manson is targeting the likes of Harrods and Fenwick on Bond Street as it aims to grow under its new owner.
The brand, which relaunched for spring 13 after being bought out of administration last year, has updated
its look with a more contemporary feel to attract new stockists.
It already counts John Lewis among its 250 stockists, and Irish department store Brown Thomas and all other Fenwick stores among its 40 concessions.
New owner Maxine Hargreaves-Adams, daughter of Matalan tycoon John Hargreaves, said fresh product would broaden the brand’s appeal.
“The brand became a bit too occasionwear-led,” she told Drapers. “People want to be able to get multiple uses out of a garment, which is why we’ve consciously tried to introduce more separates.”
Hargreaves-Adams said the spring 13 collection had so far received a “good reaction” from consumers. The autumn 13 collection has 25 to 30 more pieces than the spring 13 collection, taking the total to about 220.
Wholesale prices for autumn 13 range from £10 for a basic top to £200 for a leather jacket.
Hargreaves-Adams plans to expand overseas in 2014, building on existing stockists in the Middle East.