Aubade seduces Valentine’s shoppers with Harrods’ pop up

French heritage lingerie brand Aubade has claimed a spot in one of Britain’s most high-profile retail hotspots.

The brand, which is celebrating 60 years of business this year, has snapped up a premium position in the centre of Harrods’ lingerie floor for a four-week pop up.

The temporary, tailor-made stand, which is displaying pieces from the brand’s SS18 range, has been met with positive feedback by customers and has seen Aubade cash in on two major retail calendar events.

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Carol Johnson, country manager of UK and Ireland for Aubade, told Lingerie Insight at INDX Intimate Apparel that the timing of the brand’s temporary take over has meant it has been able to capitalise on Valentine’s shoppers with its crimson-hued products, as well as Chinese New Year.

Aubade, which has previously run several pop ups in Harrods, with the most recent temporary stand running in last November for the brand’s AW17 range, can be found at the premium department store until the beginning of March.

The pop up, which features an archway constructed with silk roses and a bespoke curved handrail, can be viewed in the gallery below.

The French brand, which is known for embracing seductive aesthetics within its luxury lingerie, recently revealed a preview of its AW18 ranges.



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