Drapersreports that Biba, a British womenswear brand founded by Barbara Hulanicki in 1964, has been acquired by the House of Fraser (HoF). The Biba line will be launch at 30 department stores and online.
HoF will introduce the brand to 30 department stores and online for autumn 10. It is expected that Biba will occupy 1,000 sq ft of space across all categories, including accessories, jewellery, footwear, homeware and fragrances.
HoF bought the brand and its archives from Liechtenstein-based investment fund Hachel International Foundation.
HoF chief executive John King said the brand, which showed at London Fashion Week in September 2006, would be “more accessible”.
HoF told Drapers the line will be updated to have a more modern look. This will include adding "flamboyant, sexy prints in silks" and "dark denims with soft washes."
