A new J Crew brand is under development as the US fashion house seeks to broaden its appeal to younger female shoppers.

In an interview on Bloomberg TV, J Crew CEO Jim Brett says the company sees itself as having more than two brands.

“In fact, we’ll be announcing one new brand this year. It is aimed at women, and it’s younger than any of our existing brands.”

While he declined to reveal any further details of the new J Crew brand, commentators say the move will help it broaden its audience away from the staple “preppy” style it is currently associated with. It is part of a broader strategy to lift lacklustre sales.

The new J Crew brand would be its third, the second being denim-driven Madewell, targeting millennial women with what Bloomberg describes as “more of a tomboy style”.

Its core brand is being relaunched with broader range of sizes and improved styling.

Brett says the strategies are already paying off, evidenced by two consecutive quarters of same-store sales growth. But he cautions new brands must target new customer demographics.

“It’s very important to maintain distinction between the brands,” he said. “It wouldn’t do the portfolio any good to cannibalise itself.”