Chanel designer Karl Lagerfeld will launch his own brand Karl online in January.

The brand, backed by private equity firm Apax, will feature rock chic items which cost 60 to 300 euros (AU$80 to $400).

“We are working on a lot of amazing ideas which are all about making luxury affordable and accessible. I’m very excited about bringing this vision to life with this brand,” Lagerfeld said.

The items will be sold through the Swiss luxury group Richemont’s online fashion retail unit for the first month then through a dedicated website. The brand will also be sold through selected retailers from the beginning of spring.

Apax sees Karl brand as the group’s main growth engine. Apax joined Karl in August after it sold Tommy Hilfiger to Philips-Van Heusen last year.

“We’re working with the clear idea that the world of luxury cannot stay with people who have lots of money, the appeal of luxurious fashion needs to go broader,” said Pier Paolo Righi, the brand’s new president.

“We believe that over the next four to five years, the accessories business can go even beyond the apparel business, the market is here, for bags, footwear, jewellery and watches,” Righi added.

The Karl Lagerfeld brand has yielded more than 100 million euros (US$139 million) from co-branding deals and licensing.

Lagerfeld is also planning to introduce an upscale label Karl Lagerfeld Paris in autumn 2012. The label will be priced 300 to 2000 euros to be available in department and multi-brand stores.

GB