River Island to launch new womenswear brand
River Island is launching a new womenswear brand called Harpenne as the company looks to fill a gap in the market for clothing aimed at an older age group.
The company said the collection has been created for a customer group that has mainly been ignored on the high street.
Due to launch in September, the autumn/winter collection includes items designed to suit all body shapes. River Island said the clothing also features unique prints and colours that flatter all skin tones.
Fiona Lambert, managing director of business development at River Island, said: “Harpenne was created after noticing a huge gap in the market, we want to give the forgotten customer a voice. The pieces within the collection are inspired by culture and individuality. Aimed at women with attitude, Harpenne wants to revolutionise the retail offering so all women can embrace their sense of style and feel confident, no matter what their age.”
Spanning 120 pieces and ethically sourced, the collection will see new items being added on a weekly basis including some limited-edition lines.
Dresses will retail between £60 and £100 and tops between £25 and £80.
