Mimi Holliday to host AW18 appointments at new London store

The new Carnation Lace body from the new Dolce Lux range.

Mimi Holliday will be hosting AW18 appointments at its flagship store in London for the first time this season.

National and international buyers will be welcomed to the new Primrose Hill store, which opened in December, to view the new AW18 Dolce Lux range in a relaxing environment.

Dolce Lux marks a turning point for the brand and for the first time focusses on Mimi Lux, offering a premium collection with only the most luxury designs making the edit.

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Founder and creative director Damaris Evans commented on the store opening: “It’s exciting to have one destination to enter into Mimi’s world and we can’t believe we haven’t done it sooner. Our exclusive store showcases all Mimi Holliday collections; from the perfect every day essentials through to the Lux collections, exclusive collections and one off creations and accessories which are created only for Mimi.

“With an average time in store per customer of 45 minutes, we can see that Mimi is doing something special in store.”

Mimi Holliday will not be exhibiting at Salon International de la Lingerie this year, but appointments with Mimi Holliday’s global distributors in the US, Benelux and Australia will continue as usual at Curve New York, Lingerie Pro and Body Fashion.