Premium high street chain Reiss is launching a younger, lower-priced sub-brand for autumn to widen its customer base. The sub-brand, which will have a separate name that is yet to be finalised, will be aimed at men and women aged 25 and above. It will feature denim, tops, dresses and tailoring, and also include the retailer’s first full jeans range for women. Reiss brand director Andy Rogers, who joined the company last year from designer label Stella McCartney, said the new label would be more trend led and edgier than the mainline, but retain a distinctive design handwriting. He added that the label had the potential to have its own standalone stores, pop-up shops and collaborations with other designers at a later date. Rogers said: “We want to expand the brand offer and the new label will have classic Reiss elements and signatures, but with a more directional feel and a wow factor. “The range will include more than denim, but will be a significant step into that market for us,” Rogers added. “Not enough people know about us and know how good the prices are. People might buy a Reiss suit for work or a dress for an occasion, but not necessarily for relaxing at the weekend.” The new label will also help Reiss expand its price architecture, supplying some of the retailer’s opening price points. Denim will start at £69 compared with £79 in the mainline. Other prices are being finalised. The denim ranges will go into all of Reiss’s stores, with the rest of the collection landing in selected stores from August. Reiss is also relaunching its transactional website next month. Reiss has about 60 stores in the UK and Republic of Ireland, and also sells in Selfridges and John Lewis. It also has 40 international stores in the US, France, China and the Middle East. Drapers.