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French lingerie brand Aubade opens 3rd store in London
Apr '12
Aubade, best known in France for its seductive yet sophisticated lingerie sets, is reinforcing its presence in the UK by opening further stores in the capital at the end of the month: the new boutique at Westfield Stratford will join the ones already located in Westbourne Grove and South Molton Street.

Its products have been available for purchase in stores such as Harrods, Harvey Nichols, Fenwick, Rigby & Peller or Brown Thomas Dublin for the past 20 years. The first brand to look at lingerie as a product for both one's pleasure and that of others, Aubade's tradition of creativity and savoir-faire will no doubt conquer the British market.

The French art of seduction
Created in 1958, Aubade symbolises the feminine power of seduction thanks to luxurious lingerie, glorifying women's bodies. Lingerie, stockings, tights, corsets and swimwear make up this French symbol of elegance.

Aubade's story has been marked by technical innovations and audacity: perfecting 'the French art of seduction' in a bra can take up to 2 years. There are approximately 24 different pieces assembled by a dressmaker in order to put together the garment, including up to 20 different types of fabrics and material (lace, underwiring, thread...). Each year, the company purchases over 600 miles of embroidered material and lace!

This expertise results in beautiful, quality and comfortable lingerie available in sizes ranging from 38A to 44F. Current trends such as the retro style can be found amongst Aubade's collections, while some ranges are also sexily modern.

A strong international presence
Aubade's turnover for 2011 was 49 million Euros (+8% compared to 2010), of which 61% was achieved in France and 39% internationally (28% in Europe). In terms of distribution, 80% of the collection is sold through multi-brand retailers, online stores, department stores and specialised lingerie chain stores, while Aubade's own exclusive network of boutiques makes up 20% of the turnover.

Over the past two years, Aubade has opened 13 new boutiques internationally (Zurich, Geneva, London, Brussels, Hamburg, Copenhagen...) and has further openings planned for 2012 (Monaco, Berlin, Madrid...), which will bring its total number of stores to 50 by the end of the year. The brand, already available in 64 countries, is looking to internationalise its boutique network over the coming years as part of its development strategy: Aubade aims to conquer a number of new markets including Asia, the Middle East and America.

Philippe Bernaud, Aubade Managing Director, comments: “We are proud to be developing our presence in the UK: the opening of this third store in London and an e-shop clearly reflects our continued determination to consolidate and grow the Aubade brand internationally. A natural step, following the opening of our first London stores in 2011.”

Originally a French girdle and corset-making shop created in 1875, the company became Aubade in 1958 when it was taken over by the Pasquier family. The brand name was retained in 2005 when bought by Calida, a Swiss company focusing on bodywear and lingerie for men, women and children (the group is floated on the Zurich stock exchange).


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