Lingerie Label Ysé Opens First London Store on King’s Road
- French lingerie label Yse has opened its first store on London’s King’s Road, choosing the location for its intimate feel and like-minded neighboring brands.
LONDON —French lingerie label Ysé has made its British retail debut by opening its first store on London's King's Road.
"Ysé was born a little over 10 years ago, initially as an online brand. Since our early days, London has become one of our key cities — second only to Paris — with sales that even surpass those of other major French cities," said Clara Blocman, the brand's founder, in an interview.
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The location was chosen for the boutique's intimate feel and the like-minded neighboring brands, Blocman said.
The store has three sections: an area to explore its lingerie and swimwear offerings, a boudoir-esque space which highlights the label's inspiration points, and dressing rooms.
Customers can peruse the brand's references as well as clothes on display.
Ysé has been focused on growing its international retail presence as a way to raise brand awareness and grow closer to its mainly online customer base, with 30 percent of the brand's digital sales revenue coming from the U.K., Belgium, the U.S., Germany and Spain.
"In recent years, we've accelerated our retail development, and we will have 20 points of sale by the end of this year," said Blocman.
"The in-store experience is very different from, and complementary to, the digital one. In our boutiques, clients can see and feel the quality of our materials and receive expert advice," she added.
Lingerie from the brand.
The brand, which has six boutiques in Paris and is stocked at Le Bon Marché Rive Gauche, will open its first boutique in Rennes dedicated to its corporate social responsibility goals. In addition to its seasonal collections, the shop will offer a selection of refurbished secondhand pieces upcycled from customers.
Blocman's thoughtful retail expansion, which caters to the brand's target demographic of socially responsible women aged 30 to 35, has led Ysé to maintain a steady growth rate of 40 percent per year, she said.
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