Jenners ready to reveal the Untold story

Published on Friday 5 January 2007 12:10

EDINBURGH'S Jenners store is to pilot a new upmarket range of clothing for young women, launched by House of Fraser.

The Princes Street shop is to be one of the first in the UK to stock the new collection, which is hoped to rival luxury high street chains such as Karen Millen and Whistles.

The label will go on sale at Jenners on January 29, just a few weeks after launching at House of Fraser's Oxford Street store in London. Called Untold, and aimed at women in their late 20s and early 30s, the collection is set to plug the gap between the department store's Linea range for women aged 35 plus and teenage fashion line Therapy.

House of Fraser's head of buying for own label, Maria Bell, said: "Linea is aimed at women aged between 35 and 50, while Therapy has a much younger focus.

"We saw an opportunity to introduce a new private label that is aimed more towards a late-20s to mid-30s demographic."

The brand will be available in 25 stores throughout the UK.