Viyella, the classic womenswear retailer acquired out of administration by Austin Reed, is to launch a new full menswear collection.
The retailer, which fell into administration in January after failing to cope with a downturn in trading, will debut the menswear collection in 25 stores in the autumn.
The range, which will not include suiting, will comprise casual and lifestyle items, and is aimed at an older customer than the Austin Reed shopper.
Unveiling its strategy for Viyella for the first time since acquiring the brand in February, Austin Reed also said that it would add Viyella to some of its CC womenswear stores where there is available space.
At Austin Reed, the retailer will also launch a high-end formal wear range called The Cut, which will be designed by Richard James in collaboration with Austin Reed.