Superdrug is taking on a new sector of the high street by launching its own jewellery and accessories range.
The UK's second largest health and beauty retailer described the arrival of True Spirit in its stores as a "major strategic move" in the growth of the brand.
The drive into fashion follows news earlier this year that Superdrug was spending £75 million on a major expansion across the country.
It also comes after rival Boots said it was looking to bring in other companies to take up excess space at some of its biggest stores - opening up the possibility that Boots sites could house fashion retailers.
Although health and beauty accounts for the bulk of the business, the group also offers products such as baby food and accessories, drinks and snacks, mini photography labs and household accessories.
Superdrug claimed the new development would offer prices up to 50 per cent lower than other high street fashion retailers.
The jewellery range is now in almost half the chain's 700 stores and will increase to 635 by mid-August.
The accessories range will launch in 70 stores in mid-September.
True Spirit jewellery will be displayed in stand-alone units in stores - prices will start at 99 pence to £6.99 and the fast fashion ranges will turnaround every three weeks.
The True Spirit accessories range will be merchandised from 24 feet of space in the first 70 stores and products will include the latest "must-have" bags, belts, hats and scarves at prices ranging from £3.99 to £14.99. It said: "This launch marks a major strategic move in the growth and positioning of the Superdrug brand."
Euan Sutherland has been promoted from chief operating officer to managing director of Superdrug, said: "True Spirit is designed to be fun, fashionable and dazzling value so our customers can enjoy the latest trends."
Superdrug's Hong Kong-based owner AS Watson said in May that it saw the potential for more than 1,000 outlets of the chain by 2009.
It is also investing in an overhaul of the brand and has appointed advertising agency Euro RSCG London.
The announcement coincided news that AS Watson's £221.9 million takeover of Merchant Retail, owner of The Perfume Shop, had been declared unconditional.