Adili plans to use its first high street store to up its brand profile.

The previously pure-play etailer, which rebranded its trading name to Ascension last month, will open two stores in London and Dorchester next month.

Chief executive Adam Smith said the two shops are not the start of a large-scale high street roll-out. He said: “I see us doing about four stores but not much beyond that.”

Adili suffered full-year losses of £1.9m in the year to April 30. Sales for the year grew 56% to £552,000.