Journelle marks 10th anniversary with LA launch and New York store revamp

Journelle’s lingerie store in Chicago.

US luxury lingerie leader Journelle is celebrating its 10th anniversary this month with retail expansions, brand partnerships and a fifth in-house collection launch.

The company has five retails stores, including a new Los Angeles location which opened three weeks ago, and newly built flagship in the Union Square neighbourhood of New York City.

The opening of the LA store on September 21 in Westfield Century’s newly renovated shopping centre marked Journelle’s first foray into the West Coast market.

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Describing the importance of the expansion, Journelle CEO Lyn Lewis said: “This is such an exciting time for our company. We’ve always wanted to be in Los Angeles, where we already have so many online customers. This new California store is an opportunity to connect with these women in person, as well as to meet many others who I’m sure will also love discovering lingerie with us.

“Journelle – and lingerie – is all about feeling great, beautiful, sexy, and confident, and it’s a pleasure and a privilege to now get to connect with amazing women in new parts of the country.”

The 1,500ft2 boutique store features a full range of Journelle’s core items, including basics for everyday as well as luxury pieces. Journelle selected several styles specifically for the LA market, stocking the store with bralettes, brightly-coloured lingerie and more fashion-forward pieces.

Journelle’s New York Flagship in the heart of Union Square reopened on October 18, after moving across the street. The new space has seven fitting rooms, instead of the four in the prior location, and a larger retail floor space.

October also marked the launch of Journelle’s fifth in-house lingerie and loungewear collection for AW17.

The range is inspired by romantic Parisian nights, and the brand’s anniversary theme, “Constellations,” featuring a colour palette of burgundy, midnight blue and black juxtaposed against delicate nudes.

Looking ahead, Journelle plans to partake in numerous partnerships with like-minded brands that cater to its customer base.

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