Playful Promises opens central London Boutique

Lingerie brand Playful Promises will be launching its second London boutique on Monday.

The new store, which will be launching in Soho, just off Carnaby Street, will offer the brand’s AW11 collection and a sprinkling of SS12 styles. Products will include stockings, corsets, dresses and a bit of jewellery.

Playful Promises will share the premises with The Powder Puff Girls, with the lingerie brand taking the ground floor and the beauty specialists taking the basement.

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A press launch party will take place tomorrow at Soho’s Box Club, with a consumer launch planned for October 20 with the Powder Puff Girls.

Playful Promises sales manager Delphine Thwaites said: “We are expanding into this second shop world. Designer Emma Parker is looking forward to having two shops and that it is going from strength to strength. We have got a very loyal fan base and people come back again and again. It is something new for us to be in the heart of the shopping district.”

In mid-November, Playful Promises will also be moving its first store from its Bethnal Green location down the road to Box Park, near to Shoreditch High Street.

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