By  on April 27, 2009

The Italian luxury brand Frette plans to launch a contemporary subbrand called Edmond Frette this fall aimed at a more youthful customer.

The 151-year-old Frette got a jump start when it opened the first Edmond Frette boutique at the Westfield Mall in London on April 10. The 2,000-square-foot store features a preview sampling of merchandise, from printed and solid Egyptian cotton bed sets meant to be mixed and matched, to robes, nightwear and home accessories for men and women. Sales are projected at $1,000 a square foot, said Paul Raffin, Frette’s global chief executive officer.

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