Gilda & Pearl to open luxury Mayfair atelier

Luxury lingerie brand Gilda & Pearl is gearing up to open its first store in London.

Gilda & Pearl, which recently secured investment from former Tesco boss Sir Terry Leahy and a consortium of retail veterans, will open its doors on June 12.

The atelier, located on Conduit Street, Mayfair, will provide a new and exclusive way of shopping for lingerie and loungewear, with custom fittings for customers by appointment only.

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It will serve as Gilda & Pearl’s first physical, consumer-facing store and a testing ground for the brand, with the idea of opening more retail concessions and stand-alone retail shops in the coming years.

Founder and designer Diane Houston said: "We’re so excited to be launching our bespoke atelier in Mayfair as it’s a natural progression for the business and the hand detailing and finishing we include in our lingerie and sleepwear. With Conduit Street, we will be able to expand further the levels of service we can offer our clientele, while also expanding our design offerings, all while helping to support UK manufacturing and skills."

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