House of Fraser is to relaunch British brand Biba in September in what the department store is calling the biggest fashion launch in its history.
Biba, the iconic brand that was set up by Barbara Hulanicki in 1964 and acquired by House of Fraser in November last year, will debut in 31 House of Fraser stores and online on September 8. 10 stores will feature Biba boutiques and a website, Mybiba.com, will go live.
Key Biba pieces will include a leopard print maxi coat, tunic dresses in silk prints and limited-edition Biba Boutique maxi dresses as well as a denim range. Prices range from £75 for blouses to £390 for coats. The department store has signed model Daisy Lowe as the face of Biba for its first season.
It is the latest own-brand push by the department store, which is set to report a 7% hike in like-for-like sales in the first half to July.
Director for womenswear and accessories Stephanie Chen said Biba has been positioned as “aspirational but accessible” and “driven by attitude and not by age”.
She said: “We wanted the first collection to be distinctive, decadent, flamboyant and unique. Although it’s not a retro collection, we drew on the heritage of Biba and its archives to ensure we remained true to the ethos of the brand.”
The retailer is targeting “style-conscious mothers and daughters shopping simultaneously”, she said.
Meanwhile, John Lewis is to partner exclusively with a handful of designers to create limited edition pieces for the opening of its revamped womenswear department in its Oxford Street store in London on September 8.
Osman Yousefzada will design a limited edition dress, Terry de Havilland a footwear collection and Alex Monroe a one-off necklace.