French Connection has launched a classic womenswear brand that will only be available to buy online.
Tegan, a 50-piece autumn 11 range of versatile day-to-night designs with flattering silhouettes, is only available via www.teganfashion.com.
Key pieces include a spot-print silk blouse and a draped jersey dress. Retail prices range from £120 to £220 for a dress, £150 to £220 for a coat and £90 to £130 for a pair of trousers. The offer will grow to 80 pieces for spring 12.
French Connection marketing director William Woodhams said Tegan targets women in their late 20s to mid 40s – older than French Connection, which is aimed at 20 to 40-year-olds.
Woodhams said there was a “gap in the market” for a brand to appeal to a “slightly older woman than French Connection”.
He said there were no plans as yet to sell Tegan in French Connection stores or to wholesale the brand like French Connection and its sister womenswear brand Great Plains.
“Our real main focus is online, and to grow the relationship with online customers,” Woodhams added.
French Connection said the company had picked the name Tegan because it means “beautiful” in Welsh.
Tegan will not be promoted as a French Connection brand. Woodhams said: “We’re trying to keep the two very much apart. We didn’t want to leverage one onto the other.”
The launch of Tegan follows the creation of French Connection’s Pippa womenswear brand, a fashion-forward workwear range that launched exclusively in US department store Bloomingdale’s for spring 10.