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N Brown’s new ‘midlife’ brand Fabrici to target web-savvy women

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N Brown, the web and catalogue clothing specialist is launching a new brand called Fabrici, catering for 50+ women who enjoy shopping on the web. The new brand has a size range of 12-32 and will be available online at and via catalogues from Monday 21 March.

Fabrici is being launched following a study conducted by N Brown which identified a new group of potential customers not currently catered for by the current portfolio of brands. “These customers are more internet savvy, stylish and sophisticated, and looking for clothing that meets the demands of their busy, diverse lifestyles, with products that fit all sizes and shapes,” said John Hinchcliffe, marketing director, N Brown Group .”The research also showed that customers are keen to have a contemporary, designer feel to their clothes.”

Fabrici is the latest in a recent string of successful N Brown brand launches, including Jacamo, which is now the fastest growing brand in the portfolio. N Brown expects Fabrici to continue the strong performance of new names and is aiming to recruit new customers through marketing initiatives such as internet and magazine advertising.

N Brown achieved a turnover of £690m in 2010, and a profit before taxation of £85.7m. It owns many other clothing brands including, JD Williams, Fifty Plus and Shapely Figures.

The new Fabrici brand will provide fresh competition in the midlife womenswear market, and comes hot on the heels of Shop Direct launching its 50+ women’s brand Isme in January this year.

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