Fuller-bust lingerie retailer Bravissimo is bringing a new concept store to Chelmsford town centre.
The new 2,800ft2 store will open on Bond Street this summer, creating around 20 jobs.
It is the 27th Bravissimo store to open in the UK since the retailer began operations 22 years ago.
CEO Sarah Tremellen said the new shop will open on the back of demand from local customers.
“Our customers in Essex have been asking us to open a shop in the city centre for a while and we’re thrilled to be able to finally grant their wishes,” she explained.
“We’re looking forward to welcoming every one of them in to see us in our new home, it’s a great location and we can’t wait to see all our customers – both old and new.”
The Chelmsford store will have the same look and feel as Bravissimo’s Leamington Spa shop, which is currently undergoing a revamp.
Designed to put customers at the heart of the in-store experience, the new-look Regent Street shop will allow them to share their photos, stories and testimonials throughout the shopping space.