River Island owner creates new brand for older demographic

By

Barbara Santamaria

Published
Jul 23, 2019

River Island is getting a sister brand in the form of Harpenne, a faster womenswear label that is launching this September.

Aimed at “women with attitude”, Harpenne will be a separate brand to River Island and have its own website, River Island Global Holdings announced on Tuesday.

Notably, it will introduce new items on a weekly basis, with some limited-edition lines being made in small quantities to create a buzz and build a sense of exclusivity. 

River Island Global Holdings said Harpenne will target a customer group that has predominantly been ignored on the high street, and although it abstained from directly defining it, it said the collection will make women feel confident “no matter their age”.

Fiona Lambert, managing director of business development at River Island, said: “Harpenne was created after noticing a huge gap in the market, we want to give the forgotten customer a voice. The pieces within the collection are inspired by culture and individuality. Aimed at women with attitude, Harpenne wants to revolutionise the retail offering so all women can embrace their sense of style and feel confident, no matter what their age.”

Launching with 120 ethically sourced pieces, the Autumn/Winter collection features timeless styles and unique prints, designed to flatter all skin tones and body shapes. Prices will start at £25, with dresses ranging from £60 to £100 and tops from £25 to £80.