Jimmy Choo, the luxury shoe-maker, is to expand into selling clothing as part of its rapid brand expansion as it celebrates 15 years in the business.
Tamara Mellon's designer shoe retailer has already branched into bags and luggage, fragrances, eyewear and scarves. But now it is planning to move into men's footwear, jewellery and homewares . Womenswear will follow.
This season Jimmy Choo has already launched the Choo 24:7 Bag Collection, and now trades from around 115 outlets globally.
Ms Mellon, the founder and chief creative officer, said: "We have launched the first Jimmy Choo fragrance, a men's collection at Milan Fashion Week, and there are lots more exciting projects in the pipeline."
TowerBrook Capital Partners, the private equity house which bought a majority stake in Jimmy Choo in 2007, is carrying out a "strategic evaluation" of the business, and will decide whether to keep, float or sell the brand. Analysts estimate it could be worth £500m.
TowerBrook hired Morgan Stanley and Goldman Sachs to advise last year.