Fashion house Bill Blass Ltd is making an unlikely move into a "privately sold" women's clothing line.

The new line, called Bill Blass New York, will be produced under license and sold through a network of about 100 sales consultants selling from hotel rooms and their own homes in the US and, eventually, the UK.

The premiere spring range, featuring garments priced from $75 to $1000, will be available to view "by appointment only" in January.

"We're reaching out to the customer we're not getting today," CEO Michael Groveman said, explaining the company's new venture.

"She doesn't have a lot of time to shop, but she wants personal service."

The new line will be operated separately from the company's high-end Bill Blass runway collection, but will still carry "the flavour of Bill Blass", according to Groveman.

Apparel companies make up about 2.5 per cent of the US direct sales industry, which rakes in $9 billion annually.