Indian e-tailer Koovs is making its first move into the UK market through a collaboration with clothing site Simply Be.
The young fashion brand will launch a capsule collection on the site, which is owned by retailer N Brown, the parent of other sites including Jacamo.
Shares in Koovs, which is listed on Aim, jumped nearly 15 per cent today to close at 28p. But N Brown shares were down 8.5 per cent at 317.5p.
Koovs, which has been dubbed "India's answer to Asos", was jointly founded by ex Asos chairman and peer Waheed Alli.
The brand has a young affluent following, but it will release clothing in exclusive larger sizes for Simply Be from December for the spring/summer range.
Koovs also signed a distribution deal for the UAE through Souq.com earlier this year which is expected to go live in the next three weeks, as the brand targets further international expansion.
Mary Turner, CEO of Koovs says: “We are absolutely delighted to be working with N Brown and to bring the Koovs young fashion brand to the UK with Simply Be, a brand that celebrates and empowers all women whatever their size, through fun and exciting fashion.”