EXCLUSIVE: VFB Brands Europe to open first retail stores in the UK and France

The Vanity Fair Brands Europe stand at Salon International de la Lingerie.

Vanity Fair Brands Europe (VFB) will enter the retail market this year with its first own-brand stores opening in the UK and France.

The lingerie and swimwear group will open stores in London, St Tropez and Paris this year, with the aim of growing its business revenue by 50%.

VFB also plans to open stores in other major European cities, such as Milan, Geneva and Zurich.

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Carmen de la Rosa, the former retail director for La Perla (UK and DACH), joined VFB in August to drive the group into the retail sector.

Explaining the move to Lingerie Insight’s Sarah Clarke at Salon International de la Lingerie, she said: “The biggest long-term opportunity for growth is in retail, and we want to grow the business by 50%.

“We are working with a fantastic architect to create a new concept and it’s very exciting.”

The new Vanity Fair stores will stock the entire Vanity Fair range and a small selection of LOU lingerie.

Asked what the group’s current stockists would make of the new store openings, de la Rosa said: “The stores will work in harmony with our retail partners, driving traffic towards their stores. The stronger the brand is, the more customers will visit those shops.”

The first Vanity Fair store will open in St Tropez in April. This will be followed by openings in London and Paris in September.

Further details regarding exact locations and the size of the stores are yet to be confirmed.

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