House of Fraser will unveil a dedicated activewear area in store and online in March, Lingerie Insight has learned.
Housing a blend of sports technology, street style and comfortable loungewear, the new department will consist of branded styles and a new own-brand collection.
The House of Fraser athleisure range features the Biba Body and Label Lab Life lines, each with their own unique point of difference.
Biba Body is a yoga range designed with outfit building in mind so that the customer can mix, match and layer her pieces.
House of Fraser design assistant Jessie Debben said: “Biba Body will be a unique addition to the growing activewear market, with our statement prints, inspired by the animal kingdom featuring the most majestic beasts, jaguars, tigers and zebras. These prints look especially bold and stylish on our on-trend bomber jackets.”
In contrast, Label Lab Life offers abstract prints and block designs complemented with soft draping.
“Label Lab Life offers a cleaner, edgier aesthetic to our athleisure range,” Debben explained.
“Pops of bright colour bring excitement to an easy and sophisticated neutral colour palette. Exciting elements from this range are our ombre’d seam free yoga pieces and our layering styles. These looks are all about back design features, such as soft draping and intricate strapping, all of which are important elements to the DNA of Label Lab Life”.
The branded offering includes the launch of nine brands, including Ted Baker ‘Fit to a T’, Seafolly Active and Bjorn Borg. Each style offers sports enhancing properties and functionality whilst featuring key prints such as marble, geometrics and florals.
Emerging brand Acai will also launch into five House of Fraser stores and online.
Developed by Kasia Bromley and her husband Joe, Acai offers a range of fashionable and functional sportswear that flatters the wearer.
House of Fraser buyer Jenny Elisha said: “We are working with some fabulous new brands such as Acai, which has been developed by a fitness mad couple looking to bring fashion to fitness, and Dharma Bums, an Australian brand offering a range of printed leggings for a variety of activities. You will only find these brands on the high street with House of Fraser”.
Branded and own-brand activewear will launch at House of Fraser on March 25.