House of Fraser have announced that Mary Portas will be available at four new locations from March 2012. Since the hugely successful launch of her first collection in London and online, the Mary “moan-phone” has been inundated with requests for the full Pret-A-Portas experience from across the country.

Portas and House of Fraser have taken time to ensure each new Mary shop has its own unique personality and hand-picked team of stylists personally trained by Mary to deliver what is now the Mary standard. That is an exceptional and considered retail experience, and grown-up fashion that takes the faff out of shopping. The second Mary Portas collection for SS12 is filled with on-trend fashion staples delivering wardrobe solutions that conform to the innovative Mary fashion cocktail: one part chic, one part edge and decorate.

Each new boutique has the vibrancy and distinctiveness of Mary’s London store, with a nod to the history and heritage of each new host city. In Manchester, an original loom will be the shop centrepiece evoking the city’s rich textile manufacture heritage. In Glasgow, Mary’s shop occupies a marvellous room of mirrors in the historic Frasers store.  

For SS12, new additions to the concept are great and British. Jewellery by London duo Tatty Devine and natural beauty products by Cowshed – spa brand of the prestigious Soho House Group – join the mix, alongside ongoing collaborations with British brands Clarks and Charnos.  Mary’s commitment to Made in Britain is stronger than ever, with a growing percentage of her own capsule collection, designed in collaboration with House of Fraser, now also made in the UK (the provenance of each garment will be indicated by new “Made in the UK” swing tags). 100% British made Kinky Knickers - Mary’s latest product adventure - are also new to store.

Neon slouchy-chic tees, silk print trousers, digital floral print scarves by young British artists, colour-pop dresses, and re-workings of the no-brainer dress in colour and pattern are all modern, wearable favourites for the season. SS12 also sees the launch of an extended range of Armery for day and evening and a new collection of sculpt-wear. 

“To all those women who have travelled the length and breadth of the country to come and experience my store in London I wanted to say thank you. From Spring this year, its my turn to come to you, with a new fashion collection for spring and summer that I’m proud of, and you will love.” says Mary.

“The success of Mary Portas at House of Fraser has  been unprecedented. Our customers are excited about and engaged with Mary’s vision and product. We’ve expanded the collections and been quite daring this season, taking on board the huge amount of insightful feedback that we have received from women across the country,” says Stephanie Chen, House of Fraser’s Executive Director of Womenswear & Accessories. 

A series of events and customer experiences throughout the season, including Q&As, book signings, launches, workshops, treats and partnerships TBA.