Next will launch a new own-label brand under its Label division in August, according to Drapers.
The brand I also reportedly going to be run by Gemma Metheringham; creative director of Next Label.
A Next spokesman said: “It’s an interesting and exciting project. The first year will be a trial and we expect modest sales. Thereafter we will see how it goes.”
It I also believed that the move will be a good way for Next to further strengthen its Label and rival John Lewis’ own-brand.