Paper Island - the owner of lifestyle brand Born to Shop - is launching a major new line of car accessories in Halfords aimed at its growing female footfall.
Born to Shop boasts a wide range of merchandise including houseware, umbrellas and textiles from manufacturers such as Wedgwood and Totes Isotoner.
The brand has proved popular with its target audience and is now extending its reach into both Europe and the US with international agents signing up.
The initial Halfords product launch will include tax disc holders, a seat belt comforter and car danglers.
Natalie Scott, producer manager for car accessories at Halford, said: "The quirky humour and sentiments of Born to Shop give the range a refreshing point of difference which really appeals to Halfords, and we are sure our growing female consumer market will love this brand."