Former Marks & Spencer executive Nayna McIntosh is launching a new women’s fashion brand with the backing of retail veteran Lord Stuart Rose.

The start-up brand, called Hope, is aimed at women aged over 40. The 65 piece-strong label, which includes dresses, knitwear, bottoms and tops, will have its own standalone website from September and also be sold through home pop-up events.

McIntosh, who spent eight years at M&S before leaving in 2013, told Retail Week the brand is aiming to appeal to older women who “feel ignored” shopping on the high street. “For women of this age, shopping on the high street can be a lonely experience,” she said.

McIntosh, who also previously worked at Asda and helped launch the George brand, said the aim is to make women aged over 40 feel “beautifully confident”.

Around 90% of the products will come in just three sizes, while 60% of sourcing will be from the UK and the rest from Italy.

McIntosh, the majority shareholder in the venture, said there are no plans currently for a physical presence for the brand. However she said the label has “potential” for international expansion, but the aim is to establish it in the UK initially.

Lord Stuart Rose is among 20 private investors, who also include M&S’s former marketing director Steve Sharp.

It comes as M&S continues to struggle to revive its fashion division. Earlier this month general merchandise director John Dixon quit the group and has been replaced by Steve Rowe.