Chella to launch for SS14

A new boutique womenswear brand Chella is launching for Spring/Summer 2014 targeting

“young, glamorous individuals” who want to get noticed.

The brainchild of John Quinn, the former CEO of Fashion Finder, Chella will offer fashion forward, trend-led products at affordable prices for 15-24 year olds. Under the tag line, "you were born an original, don't die a copy", the collection will feature exclusively designed prints and silhouettes, as well as one-off embellished pieces.

The brand’s debut Spring/Summer 2014 collection will be available from the end of February and will be priced from 25-55 pounds. The label is targeting nationwide high street concessions as stockists – with confirmed retailers set to be announced in the coming months. Following the initial launch, Chella expects to launch its own e-commerce site www.chellafashion.com towards the end 2014.

Commenting on the launch, Quinn said: “We are excited to be introducing Chella into the market place. Our design team which is based in our Liverpool head office has a wealth of experience within the fashion and retail industry, on both a local and international level.

“Our designers bring a touch of individuality and a boutique vision – the product will be unique, fashion forward and will have a point of difference to anything else on the high street.”

Quinn is hoping that he can replicate the success of Fashion Finder, which under his guidance increased turnover from 1 million pounds in 2005 to 15.4 million for the year ending May 2012.