Shop Direct has reported booming sales for its older woman range Savoir which have jumped 62% in the year to date.

The brand, which is sold through Shop Direct’s mature brand Isme, focuses on fashionable clothes designed to fit and flatter the 50 year old plus woman’s shape.

The retailer has put the success of the brand, which is fronted by Lynda Bellingham, down to an ever-increasing desire among older women to retain their youthfulness and sense of style while wearing clothes that complement their body shape.

Savoir has been developed through body scanning 30,000 British women to understand true average proportions.

Isme head of womenswear buying Julie Donnelly said: “This hike in sales shows the impact of taking the time to find out what our customers want and designing with them in mind – it’s about fashion to fit and flatter.

“We’re always building on the previous seasons’ lessons, developing a growing understanding of what women want and building a clear picture of what the Savoir customer is all about.”