EXCLUSIVE: Mimi Holliday to open store in 2012

Mimi Holliday has announced plans to launch its first store in 2012.

The new outlet will be part of a long term plan to open ten outlets within five years, at a rate of two a year, and a number of concessions.

The expansion of the business, which includes luxury label Damaris, comes as growth has doubled season on season for the past three years.

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Founder Damaris Evans said: “There are a few trains of thought for this, one being people haven’t been able to afford to buy expensive clothes but still want to feed their shopping addiction, and so buying into wonderful lingerie has satisfied that urge.”

“Another is people haven’t been able to afford to go out for dinner as much and so they buy lingerie, cook supper at home and make their own entertainment.

The company also has a number of new projects in the works, including a new film, Project Lift and, for AW12, a possible collaboration with Daisy De Villeneuve on a capsule collection for Mimi Holliday, called ‘Mimi and Daisy’

Read more about Damaris and Mimi Holliday’s future plans, and the celebration Damaris’ 10th anniversary in this month’s issue of Lingerie Insight.

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