E-tailer Figleaves is to expand beyond lingerie with the launch of a clothing range next week after a £1m investment to build its offer.
The collection, called Figleaves Woman, will include 40 pieces ranging from trousers and tops to dresses
The e-tailer will also launch branded clothes on the website, including 7 for all Mankind and Hudson Jeans.
Figleaves chief executive Julia Reynolds said: “We are spreading our wings. We would like to be known for more than just lingerie.”
The e-tailer is also developing a menswear concept and plans to launch a limitedchildrenswear offer.
“Eventually we want the fashion side to be as big as lingerie but we know it will take a while to build it up and build a reputation,” said Reynolds.
She said that Figleaves felt there was a gap online between the higher-end offers such as Net-a-Porter and My Wardrobe and high street retailers such as Marks & Spencer and Next. She said that Figleaves Woman would sit comfortably between these competitors.
Reynolds joined Figleaves in October 2007 from Tesco where she was the supermarket’s central European boss of the grocer’s clothing business.
She said that while trading had been tough, the business is heading in the right direction and “beginning to see green shoots”.