Home shopping group N Brown is launching new brand Fabrici to target internet-savvy 50-plus women.

The retailer said the brand, which launches on March 21, targets more internet-savvy, sophisticated, stylish customers not catered for by its existing brands.

N Brown marketing director John Hinchcliffe said: “We are very excited about the introduction of our new brand Fabrici which opens up a whole new market for N Brown to penetrate. We have listened closely to our customers and are confident Fabrici is the quality, designer brand they are now seeking.”

The brand, which features clothes ranging from size 12 to 32,  joins N Brown’s portfolio of catalogues for 45 - 60 year olds which includes Ambrose Wilson, Fifty Plus and JD Williams. It intends to market the new brand through magazine and internet advertising.

The move comes on the back of rival home shopping group Shop Direct’s launch of mature women’s brand Isme in January.