More on Mint Velvet
Peter Davies brands ‘son of Principles’ venture Mint Velvet
Clarks chairman Peter Davies has named his new fashion venture Mint Velvet and will debut the brand online and in 13 House of Fraser concessions in mid-October.
Mint Velvet is a multichannel women’s fashion retailer launched by the former senior team at fashion brand Principles in 2009. Pitched to fill a gap for affordable fashion for the 30-something market, “relaxed glamour” stands at the heart of its ethos. Mint Velvet designs its entire collection in house in largely neutral tones and high-quality embellishments. The retailer also introduced a sub-brand Hygge, which offers loungewear and homewares. In 2018, it introduced a girlswear range, Mintie, which is sold online and at John Lewis stores, as the retailer attempts to become a lifestyle brand. Mint Velvet previously relied primarily on department store concessions, but since the collapse of House of Fraser has ramped up its boutique offerings. It operates a number of standalone and concessions stalls in international markets, including Dubai, Singapore and the Netherlands. It also has dedicated websites for European countries including France, Germany, the Netherlands, Spain and Switzerland.
2010-10-01T00:00:00+01:00
Womenswear chain Mint Velvet has notched up sales in excess of £10m in its first year of trading and “exceeded expectations”, said managing director Liz Houghton.
2009-11-06T00:00:00+00:00By Joanna Perry
New women’s fashion retailer Mint Velvet plans to expand the content on its website in the coming months in an attempt to make it a true “destination” for its customers.
2009-09-11T00:00:00+01:00
Clarks chairman Peter Davies’ new retail venture Mint Velvet unveiled its first collection this week.
2009-08-14T00:00:00+01:00By Lisa Berwin
Clarks chairman Peter Davies has named his new fashion venture Mint Velvet and will debut the brand online and in 13 House of Fraser concessions in mid-October.
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