Mint Velvet is a multichannel women’s fashion retailer launched by the former senior team at fashion brand Principles in 2009. Pitched to fill a gap for affordable fashion for the 30-something market, “relaxed glamour” stands at the heart of its ethos. Mint Velvet designs its entire collection in house in largely neutral tones and high-quality embellishments. The retailer also introduced a sub-brand Hygge, which offers loungewear and homewares. In 2018, it introduced a girlswear range, Mintie, which is sold online and at John Lewis stores, as the retailer attempts to become a lifestyle brand. Mint Velvet previously relied primarily on department store concessions, but since the collapse of House of Fraser has ramped up its boutique offerings. It operates a number of standalone and concessions stalls in international markets, including Dubai, Singapore and the Netherlands. It also has dedicated websites for European countries including France, Germany, the Netherlands, Spain and Switzerland.