Lulu Guinness launches diffusion line

British accessories designer Lulu Guinness is launching a

diffusion line, Lulu by Lulu Guinness, in partnership with American retailer JC Penney.

Launching in spring 2013, the inaugural collection will be exclusive to the US retailer, and will be sold through dedicated Lulu Guinness boutiques set to open within the department store chain.

The collection will complement the mainline and will include fashion handbags, accessories, as well as a gift range.

Commenting on the collaboration, Lulu Guinness CEO Martin Mason, said: “It is incredibly exciting to be launching our new accessible collection with JC Penney and to be pioneering a whole new concept and store experience for our customers.

“Lulu is one of the British fashion Industry’s most talented designers and with her particular take on life and style, our brand has grown holding a unique position as one of the world’s most covetable and distinctive accessories brands.”