Women's fashion firm Noni B Limited on Tuesday unveiled plans to open up to 40 Liz Jordan stores over the next five years.

The Melbourne-based operator of around 160 stores, which recently posted a 47 per cent year-on-year jump in first half net profit to A$2.3 million (US$1.35m) on higher sales, said the roll-out follows successful trials of the concept around the country.

Managing director, Alan Kindl, said: "Liz Jordan stores are merchandised to create a boutique designer atmosphere which attracts a different customer segment from Noni B in the 35-plus fashion conscious woman market.

"The Liz Jordan label has been developed over ten years as Noni B's designer brand, available through existing stores, and its strong appeal was already clear before we embarked on the trial."