Home-shopping giant Shop Direct Group is to launch an online department store targeting style-conscious 50 plus women and fronted by actress Lynda Bellingham.
Isme.com will sell womenswear in sizes 10 to 32 as well as menswear and kidswear when it launches on Saturday. It will also offer brands including Kaliko and Damsel in a Dress as well as own-brand Savoir at Isme.
Isme will also be available to 100,000 existing Shop Direct customers via a catalogue.
An advertising campaign will begin next week across TV, press and online and Isme has signed a two year sponsorship deal with TV show Loose Women and the brand will be fronted by one of the presenters of the show, actress Lynda Bellingham.