Luxury womenswear indie Anna is to expand its own-label offer for autumn 11 with plans to triple the level of own-label stock in its stores to 70% by 2015.
For the past four years the branded mini-chain, which has seven stores in southern England including two in London and two in Norfolk, has sold a small number of own-label items under the Anna name, including kaftans and party tops.
Store owner Anna Park said they had proved so successful she was now expanding into new categories including dresses, jerseys and tunics.
Park said: “People always come through the doors saying I hate my arms, I hate my knees, I want a low neck. I’ve found it really difficult to find these from the brands, so I decided to do something that was going to work for and appeal to the over 40s.”
Park said she was aiming for 25% of stock in her stores to be own label by next year and would increase that to 70% by 2015. She said the range would provide affordable pieces which she can’t often find at brands. “I know what my customers like,” Park added.
The expanded range will launch for autumn 11 and will consist of 12 items, with plans to grow it further for spring 12. Pieces will include a long tube dress with sleeves, stretch cotton jerseys and silk tunics.
Retail prices will all be under £300. Park has no plans to wholesale the range.