Named Nrby, the new brand will launch with a pop-up store in London’s Belgravia area according to reports by Drapers with a website said to be launched later this week. Nrby’s lines will be aimed at providing comfort wear for “home and nearby”. The brand’s launch comes after Hooper left her role as product director at cashmere brand Pure Collection.
At Pure Collection, Hooper oversaw buying, design, sourcing and strategy for the Harrogate based cashmere company. Hooper has also previously worked as group product director at high-end fashion chain, LK Bennett which has recently filed a notice of intention to appoint administrators EY.
As part of her work at John Lewis, the former womenswear director introduced the department store’s popular Somerset by Alice Temperley brand. Hooper joined John Lewis in 2008 and remained in her role for six years until her departure in 2014.