Little Mistress parent company Concept Fashion Agency is launching a new brand targeting older customers.
Paper Dolls is a short-order dress collection aimed at women aged 25-plus and designed to compete with labels such as Hybrid. It will launch at Pure London on February 10 to 12.
Concept Fashion Agency managing director Mark Ashton told Drapers that Paper Dolls was “more body-con” and “slightly older” than Little Mistress.
“Around 70% of the Little Mistress dresses are about four inches above the knee, while the majority of Paper Doll dresses will be on the knee,” he said.
“It’s amazing that if you put an extra couple of inches on something it opens up a whole different customer base.”
Concept Fashion Agency will target existing Little Mistress stockists including Shop Direct and Lipsy, as well as independents including Javelin, Sunday Best and Psyche.
But the team is also eyeing new doors, including John Lewis, with the aim of reaching 150 stockists by the
end of the year.
The first range will be delivered within four weeks of Pure London and there will be 10 short-order collections every year.
Paper Dolls will offer retailers up to a 3.5 mark-up, with wholesale prices ranging from £14 to £20, which is slightly lower than Little Mistress as the designs have less embellishment.
The brand will be manufactured in the UK at Concept Fashion Agency’s factory in south London. Ashton is taking on two new designers and one new sales person over the next two weeks to work on the brand.