The management team of shuttered UK high street brand Principles has returned with a new women's wear brand called Mint Velvet.

Mint Velvet will be launching on the high street in mid-October 2009 in 13 House of Fraser stores and online, shortly followed by a number of boutique style stores in "affluent market towns".

Aimed at women over 30, it will sell clothes that are "relaxed yet glamorous and that fit modern lifestyles", a statement said.

The Mint Velvet's management team includes Liz Houghton, former brand director of Principles, as brand director; Lisa Agar-Rea, former buying director of Principles, as buying director; Stuart Grant, who joins as commercial director from New Look where he is head of merchandising currently; and Jane Rawlings, former head of design at Principles, as design director.

Houghton said: "The high dtreet is crying out for a retailer offering women grown-up fashion featuring clothes that reflect the increasingly relaxed lifestyles of modern women today but still retain the all important glamour that make women not only look fabulous but feel great.

"Mint Velvet is going to meet this need.

"We've got a highly experienced management team and backers with a great track record of growing a women's wear brand; great relationships with suppliers and an excellent retail model, and above all great clothes that we know women are going to feel fabulous  wearing."

It was announced in March that the administrators of women's wear chain Principles would close 66 of its high street stores and sell the brand's assets to Debenhams.