Shirtmaker TM Lewin is to open a flagship women's outlet on London's Jermyn Street in an effort to boost its womenswear business.
The retailer has also drafted in former Burberry production manager for menswear Sara Knapman to head the womenswear division.
Her task is to expand the range and improve merchandising in shops.
Knapman has been working on a suits range, to become available next year, as well as developing accessories and knitwear lines.
TM Lewin first opened womenswear stores in 2000 and there are four at present, but Knapman's appointment is the first dedicated head office appointment.
'There is huge potential. They (TM Lewin management) realised they were missing out on customers, but they never gave it their full attention,' said Knapman. Womenswear accounts for 20 per cent of sales, she said.
The 800 sq ft (75 sq m) shop will open in May, bringing the number of TM Lewin stores to 15.
Men's suits, which were launched last autumn, are now available in all the retailer's menswear stores.