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Shop Direct launches new mature brand Isme


Online and home shopping company Shop Direct Group announced yesterday the launch of a new fashion brand for mature women.

Shop Direct, owner of, and amongst others online retailers, will unveil the new Isme range on January 8th.

Isme clothes will be available from the standalone online department store, with existing Shop Direct customers due to receive an order catalogue for the new brand via post.

Gareth Jones, Group Retail Director for Shop Direct Group, commented: “We have spent a lot of time listening to our mature customers and have recognised that they feel underserved and neglected by the high street.

“The launch of Isme represents a fantastic opportunity for us to maximise our involvement in a growing market and to give customers what they want - stylish clothing that flatters all shapes and sizes, builds confidence and suits the active lifestyles of today’s women.”

Shop Direct claims that its new bespoke clothing collection called ‘Savoir at Isme’ will appeal to fashion-focused women who are facing their 50s with enthusiasm, vigour and confidence.

Actress Lynda Bellingham, best know for the appearing in Oxo gravy adverts and as a panellist on daytime TV show Loose Women, will be the face of the brand.

Bellingham said: “I am thrilled to be a part of a brand that understands that 50+ women still want fashionable clothes, outstanding choice and prices to suit all budgets and a brand that understands what looks good on a more mature woman’s shape.

“Women just want clothes that look good and that fit them properly. Isme is the solution to the disappointing ‘one size fits all’ approach of the high street.”

The Isme range has appeared three months after the appointment by Shop Direct of ex-Debenhams director Mark Woods as its new Creative Director.

Debenhams has previously led the way on the high street in affordable and stylish fashion for older women.

Published on Thursday 06 January by Editorial Assistant

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