House of Fraser unveiled its new Untold brand for the "fashion-forward shopper" at a catwalk show in Dublin yesterday, celebrating two years in Dundrum and a 20 per cent increase in trading in the year to the end of January 2007.
Designed in-house and pitched at twentysomethings, Untold is a mix of slick tailoring, cheerful dresses and bright knitwear, updating familiar classics like trench coats or teaming a purple "yoke" skirt with a slouchy mustard knit. Prices range from €90 to €240.
The retailer's new mantra is "house of brands". The show stirred items into the mix from MaxMara, Joseph and Nicole Farhi, along with Irish labels Helen McAlinden and Regine and high-street names such as Top Shop and Oasis.
The 61-store group was bought for £350 million (€521 million) last year by Highland Acquisitions, a consortium led by Baugur, the Icelandic retailer that is currently throwing its weight around the fashion world. It already owns Coast, Karen Millen, Principles and Whistles.
Future plans include the opening of a 220,000sq ft store in Belfast next year, which would be on an even bigger scale than the Dundrum store.
The season's new high waists featured in slick black skirts from Top Shop, with empire-line coats and apron dresses from Helen McAlinden.
Tunics worn alone or with leggings came in metallics or prints, while parkas and ever-popular trench coats ranged in price from €84 to €616.
A chic cream sheath with black accessories by Sand was the only stand-out item in a rather dowdy section called Race Days. It was marred by fussy dresses and hats, and too much heavy make-up. Casual-wear generally scored better.