New fashion store creates jobs in King’s Lynn town centre

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Womenswear brand Lavitta has chosen Lynn as the place to open its tenth UK store next month.

Yorkshire-based Lavitta, which was launched last year, will be moving into premises in Broad Street with an opening date scheduled for Friday, September 23.

The new shop in the Vancouver Quarter will see the creation of seven full and part-time staff to run the store.

The clothing is designed for women who are aged 40-plus and its size range is from 12 to 24. The company’s goal is to offer “real fashion for real women at real value”. And its range is designed to be worn at all kinds of occasions, including at work, holidays and weddings.

The business was founded by brothers Anil and Anand Chima, who are both directors, and said at the time of its launch that they wanted to steer clear of the plus-size terminology. Said Anand: “It’s got a stigma attached to it. The lady we are catering for is 40-plus.

“It’s fashion to fit and flatter, but catwalk inspired.

“Now is an exciting time for Lavitta. We launched online last year and are proud to be able to open a tenth store, bringing our offering of flattering fashion to Lynn.”

Huddersfield born and bred, Anand, has a BSc in management from Manchester University and an MSc in Strategic Management from Cass Business School in London.

Anil studied for a BA management degree at Northumbria University then joined a graduate enterprise scheme before the pair decided to take the plunge and create Lavitta.

Eager to create a fashion-led brand at great value, they sought the expertise of Leeds-based creative brand consultancy Propaganda, which found that the target market was under-serviced, with more than 80 per cent of 55 to 64-year-olds having internet access, but only four per cent of them believing current brands are meeting their needs online. It also found the over-50s fashion market is the fastest growing in the fashion sector and more than half of size 18 women feel shops don’t offer a range of choices for them.