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Mary Portas’ Own Shop Will ‘Create New Benchmarks’

7th June 2011

Retail guru Mary Portas will practice what she preaches with the launch of her own clothes line for ‘grown up women’, in partnership with House of Fraser in London's Oxford Street.

The television star, whom David Cameron has enlisted to conduct an independent review of the future of the high street, will endorse a product with her own name for the first time.

The venture will feature in a new television show for Channel 4 this autumn in which Mary will look at the retail market for women over the age of 40.

Jessica Brown, editor of fashion magazine Drapers, said that Mary opening her own outlet was a "very brave" thing to do. "I think she has to be careful because if there is an instance of anything less than impeccable service, people are going to jump on it," she warned.

Ms Portas wrote on Twitter that her "lips are sealed on [the] details" of the shop but posted a link to her recruitment advertisement.

In the advert, she says: "In the summer of this year, I'm opening up my own shop in partnership with House of Fraser. My plan is to put a lifetime's thoughts and experience into practice. Not a challenge for the fainthearted."

Ms Portas will be "personally handpicking" sales and service professionals at "auditions" this summer. She tells potential applicants in the advert: "I want to create the kind of retailing where the experience you'll offer will genuinely create new benchmarks for our industry."

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