Iconic independent department store Browns is opening a new concept store called Shop 24.
Situated on South Molton Street like its parent store, it will focus on luxury everyday basics and aims to attract a younger customer with entry level price points ranging from £30 to £600.
A spokeswoman for Browns said the shop would bridge the gap between its flagship womenswear store Browns and Browns Focus, which concentrates on new, cutting-edge design talent.
A Browns spokeswoman said: “We felt there was a gap in the market for a simple, basic collection.
“We have worked very hard to keep the prices affordable and realistic for our clients, but the brand mix is very different to what we have offered before.”