Sasha managing director Cyril Walsh said the company had opened concessions in the Lisburn and Bangor branches of department store chain Menarys over the past two weeks, which are Sasha's first outlets in the North.

Walsh, who also heads up jewellery and accessories chain Dynasty, said expansion in Northern Ireland had been in the works since Dynasty acquired Sasha two years ago. "Our decision to do concessions was largely because it's a means of trying out Northern Ireland without having the expense of a fit-out or having to sign a long term lease, " he said.

Sasha has spent about 1m fitting out and stocking the Lisburn and Bangor outlets.

Walsh said the company was planning further openings in the near future, provided trading at the first two concessions lives up to expectations. "We know that the market will support at least 20, " said Walsh, who expects the total cost of the roll-out to be about 10m.

Sasha which had turnover of 50m last year, , according to Walsh, also hopes to open up to 15 new locations in the Republic at an estimated cost of between 500,000 and 600,000 per shop. The chain numbers 45 shops at present but Sasha is having difficulty finding additional sites.

High property prices, rents and intense competition from international fashion chains such as Zara and H+M make for a challenging environment. Walsh said Sasha will probably look to suburban shopping centre developments such as the Whitewater Centre in Newbridge, where it is about to open a flagship store, rather than high street locations. Walsh said the cost of acquiring leases on second-hand buildings has spiralled, making new units in out-of-town shopping centres a more attractive alternative.