Next has announced a move into more premium fashion with the planned launch of a separate sub-site that it has dubbed Seasons. It will sell labels including APC, Ganni, Joseph, Marc Jacobs, Rixo and Veja.

This will be launching “shortly” (we know it will debut before Christmas) and will “offer a range of premium and affordable luxury brands that are not available on the next.co.uk site”.

It’s a significant move for the retailer that has until now focused mainly on the mass market for fashion. 

But its earlier move to buy control of premium brand Reiss (increasing its initial stake from 25% to 74%) and its experience as the custodian of that brand, as well as with a few others, has clearly shown it that there’s an opportunity to boost its business among consumers who aren’t primarily looking to Next for their fashion purchases. 

Those who are already heading to Next are strong evidence for the massive potential if it can attract just a small percentage of the rest, as well as providing those already using its website with a much wider choice.

The company said it has seen “exceptionally strong demand for some of our premium brands, such as Reiss” and this has shown “that a significant portion of our customers actively seek out premium and luxury products”.

The suggestion isn’t that Next is plugging huge sums into the premium business but that it will take a slow and steady approach. But given the experience of other e-tailers in the designer labels market — such as Very and Zalando — it seems likely that if the move works for Next, it will take a much deeper dive into the higher-end.