Mainstream womenswear retailer Hobbs is to introduce a more contemporary, trend-led sub-brand aimed at the 35-plus customer to coincide with its 30th anniversary celebrations.

Hobbs Unlimited will launch into 10 stores in September and will then be rolled out to 35 of Hobbs’ 60 stores within 18 months, as a permanent collection.

The range comprises 36 pieces and seven pairs of shoes and will be priced about 20% higher than the mainline, ranging from £129 for trousers up to £299 for coats.