Britney Spears’ lingerie maker to open 200 stores worldwide

The Danish lingerie brand responsible for the development of Britney Spears’ first underwear range has announced plans to open 200 stores around the world and double its turnover in five years.

Change of Scandinavia, a leading player in the Nordics, which collaborated with the pop star in 2014, is investing 200 million Danish kroner (£23m) in its major international expansion, reports Danish business daily Børsen.

Since opening its first store in Copenhagen in 2001, Change for Scandinavia has built a reputation for offering affordable lingerie in cup sizes A-M, as well as swimwear, nightwear and accessories.

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“We have become market leaders in Denmark, Finland and Norway. Those markets are fully established, and we have proven that our concept works, [not least] with our new IT-systems. Now we are ready to roll it out,” said Claus Walther Jensen, acting CEO of Change of Scandinavia.

Change currently operates some 240 corporate and franchised stores in nine countries, and makes deliveries to other stores in four additional markets.


One Comment;

  1. Matt Leigh said:

    Representing the Intimate Britney Spears Collection globally after Change removed the initial .com site from public access I had the privilege of working with the amazing brand and over time, with Britney’s team. Unique and interesting experience…


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