Dunnes heir belts himself in for fashion start-up Heffernan plans to do for belts what Swatch did for wristwatches'

Andrew Heffernan, the son of Dunnes Stores boss Margaret Heffernan, has set up a new fashion start-up in New York.

Andrew Heffernan, the son of Dunnes Stores boss Margaret Heffernan, has set up a new fashion start-up in New York.

Andrew Heffernan, the son of Dunnes Stores boss Margaret Heffernan, has set up a new fashion start-up in New York.

Beltology is focused on designing and selling Italian style woven belts, to tap into a rapidly growing men’s accessories market.

The belts are retailing at around $50 each.

A former Goldman Sachs and Bain executive, and a Harvard MBA and design school graduate, Heffernan set up Beltology earlier this year with his Swedish ...