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EXCITING NEW WOMEN'S WEAR RETAILER OFFERING RELAXED GLAMOUR ANNOUNCED

Oct 2009 – Mint Velvet, an exciting new women's wear retailer, is the brainchild of three women with a fashion background who were frustrated by the lack of affordable modern, RELAXED yet GLAMOROUS clothes that reflect their lifestyles.

Liz Houghton, Lisa Agar-Rea and Jane Rawlings, wanted clothes that let women express an inner confidence by translating "must have" items into wearable pieces each season. The collection aims to make women feel great about themselves by offering not only flattering modern clothes in easy to co-ordinate capsule ranges, but also expert style advice from Mint Velvet's in-store stylists.

The collection comes together effortlessly, combining stylish basics with beautiful prints, individual detailing and refined textures. Fabrications for Autumn 2009 feature cashmere mixes, silks, satins, velvets and refined jersey. Key items are oversized and layered knits, tunic dresses, strong shoulder lines, skinny trousers and fabulous fitting denim.

Mint Velvet has already launched a stylish ecommerce website www.mintvelvet.co.uk and will open concessions in 14 House of Fraser stores this month, shortly followed by a number of boutique style stores in affluent market towns.

1. Sue Dunn, Head of Concessions at House of Fraser said: "We are delighted launch Mint Velvet exclusively in the department store sector and are excited to work with such a talented team. It's such a great concept and is a fabulous addition to our extensive branded portfolio."

Commenting on the launch, Liz Houghton, Brand Director, Mint Velvet said; "Lisa, Jane and I are all passionate that fashion should be part of women's everyday lives.  We've seen a real gap in the market for clothes that reflect the increasingly relaxed lifestyles of modern women but still retain the all important glamour that let them not only look fabulous but feel great."

Mint Velvet is chaired by Peter Davies, Non- Executive Chairman of C & J Clarkes and Whistles. The management team, with a successful track record in growing women's wear brands, will be lead by Liz Houghton formerly Brand Director of Principles. Lisa Agar-Rea is Buying Director, Jane Rawlings is Design Director and  Stuart Grant from New Look is Commercial Director.  Richard Sims and Chris Inman are Non-Executive Directors. 

Notes for editors:

Mint Velvet was founded by three women - Liz Houghton, Lisa Agar-Rea and Jane Rawlings – with a fashion background who were frustrated by the lack of affordable, modern relaxed yet glamorous clothes that reflected their lifestyles.

Mint Velvet is chaired by Peter Davies (Non-Executive Chairman of Clarks and Whistles) and run by the former management team of the £200 million turnover high street retailer Principles, lead by Brand Director Liz Houghton. 

For more information please contact:
Chloe Martin
MB: 07904 122 392
Chloe.martin@mintvelvet.co.uk

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