Bonmarché is targeting a more affluent customer with the relaunch of plus-size brand Ann Harvey a year after its disappearance from the high street.
Bonmarché will introduce the range into Ann Harvey branded areas in 25 of its stores.
Ann Harvey was previously owned by Alexon, which private equity firm Sun European bought in 2011 and merged with Jacques Vert. The brand name was dropped and sold to Bonmarché last year.
Bonmarché chief executive Beth Butterwick said the brand would attract new customers to the mature clothing retailer. She said: “The Ann Harvey customer is slightly more affluent than the Bonmarché customer. She probably still works and is slightly more fashionable.”
Prices are higher than the Bonmarché core range, extending to £80 for a formal dress.
The collection will feature 56 pieces in sizes 16 to 32 with a “focus on fit and quality”, according to Butterwick.
Bonmarché has created a dedicated catalogue which will be mailed to the database of Ann Harvey customers it acquired when it bought the brand name.
The collection is being trialed in one of Bonmarché’s recently opened concession in Beales which Butterwick said could pave the way for more standalone Ann Harvey concessions.
Bonmarché, which floated on AIM last year, posted a pre-exceptionals, pre-tax profits jump from £6.1m to £11.2m in its year to March 29.