Clarks chairman Peter Davies’ new retail venture Mint Velvet unveiled its first collection this week.

The 150-piece collection is priced about 20% lower than retailers such as Ted Baker, with dresses starting at about £50.

Mint Velvet, headed up by former Principles brand director Liz Houghton, will open concessions in House of Fraser and launch online in October and is close to signing its first standalone store. 

Houghton said she hoped the brand’s “relaxed glamorous” feel will fill what she said is a gap in the market for women aged 30-plus.

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