New over-35s fashion brand to open in West End

Bastyan, a new fashion brand aimed at women over 35, is to open its first outlet – a pop-up store on Regent Street, in the West End of London. The brand, which is backed by Oasis owner Aurora Fashions, was launched last year by designer Tonia Bastyan.

Tonia, who with Madeleine Press formed fashion brand Press and Bastyan 20 years ago, worked as a designer at the retailer Whistles before launching Bastyan.

The brand is currently sold in John Lewis, Mary Portas's collection in House of Fraser and Brown Thomas in Ireland, as well as in a growing number of independent boutiques. The new store, a former Oasis shop, will open by mid-November.

Like Mary Portas's new concept in House of Fraser, which is aimed at women over 40, Bastyan hopes to tap into a section of shoppers that some retailers have ignored. Customers have accused companies such as Marks & Spencer of ignoring older female shoppers and instead aiming advertisements and clothes only at twentysomethings.

Tonia Bastyan said: "We are an affordable designer brand aimed specifically at over-35-year-old women. I design for women with careers, just like me."