Fashion e-tailer Asos has launched a premium own-label range, Asos Black.
The range, which went live on its site last week, is positioned higher than its other own-label offers, with more luxury fabrics and trims.
Asos Black has launched with an eight-dress collection, with prices starting at £65. In the autumn it will be expanded to accessories and other apparel.
Asos is expanding its higher- end ranges – with a designer department featuring shop-in-shops for upmarket brands such as Jaeger and Roberto Cavalli – to appeal to older customers.
Chief executive Nick Robertson said that Asos is trying to offer goods to its customers as they grow up, as well as catering for the younger-fashion customer.