Loveday London, a new premium lingerie brand, has gained its first stockists.
From July, the label will be stocked in Selfridges London, Dolci Follie and Odyssey Boutique.
Overseas retailers Alla Prima in the US, Cazar in Germany and Burlesque in Bahrain have also chosen to stock the brand’s seductive lingerie lines this summer.
But VeryFirstTo, a new members-only luxury gift website, will be the first retailer to stock the brand at the end of June.
The company, which dubs itself ‘the first website for individuals to learn about, and have, newly-launching luxury products’ will feature Loveday London’s Seduction collection for a limited time.
Loveday London, a “hardcore romance” brand, offers high-end boudoir lingerie, including overt bras, gowns and bodices.
The label will expand its show space for SS15 and will be exhibiting at Mode City, Paris, The Lingerie Edit, London, and Curve NYC this year.
Loveday London is set to launch its ecommerce site lovedaylondon.com in the coming months.