Following a successful launch in October 2009, women’s fashion retailer, Mint Velvet, announces the opening of a further 25 locations for Spring 2010. Mint Velvet continues its expansion in House Of Fraser department stores nationwide and will also launch in 3 Fenwick department stores. Liz Houghton, Brand Director, puts Mint Velvet’s successful roll out down to its unique offering of relaxed glamour for modern women.

The newly planned stores will add to Mint Velvet’s already successful portfolio of 14 House Of Fraser concession stores, standalone stores and fully transactional website. Mint Velvet’s first boutique style stores, in Windsor and Chichester, launched successfully in November 2009. The website combines the boutique feel of the brand with an advanced online store. Mint Velvet also maintains social networking functions including the Mint Velvet Blog, Twitter, Flikr and Facebook.

Led by Liz Houghton, Mint Velvet was developed from a love and understanding of fashion and a desire for something new. Houghton had been frustrated at the lack of relaxed glamorous clothing available to busy modern women, who wanted fashion trends in an accessible and easy-to-wear collection. Mint Velvet was born, combining stylish basics with beautiful prints, individual detailing, refined textures and luxurious fabrics that could be worn every day.

The collection is bought and designed entirely in house and always with Mint Velvet’s “relaxed glamour” ethos at the heart of every decision. It is this understanding, and desire to create something which reflects her own lifestyle which has enabled Houghton, and her team, to drive the brand forward so successfully. Mint Velvet continues its aspiration to be different, offering beautiful clothing in a unique boutique environment with expert style advice from Mint Velvet’s in-store stylists.

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Mint Velvet is chaired by Peter Davies, Non- Executive Chairman of C & J Clarkes and Whistles. The management team, with a successful track record in growing women’s wear brands, is led by Liz Houghton. Lisa Agar-Rea is Buying Director, Jane Rawlings is Design Director and Stuart Grant is Commercial Director. Richard Sims and Chris Inman are Non-Executive Directors.

Mint Velvet is available nationwide in House of Fraser and Fenwick stores, online at and in boutique stores in Chichester and Windsor.

Image: Mint Velvet founders