Love Stories gears up to open debut London store

Dutch lingerie label Love Stories is set to open its debut store in London as part of its international expansion scheme as the brand gears up to open a new series of stores across Europe.

From the end of March onwards, Love Stories will be opening stores in Lille, France; London, UK; Copenhagen, Denmark; and Maastricht, the Netherlands as the three-year old brand continues to grow. The exact store opening dates and locations have yet to be confirmed, but a spokesperson for the lingerie brand confirmed that the brand has received the “go” for locations in London, Copenhagen and Maastricht to FashionUnited NL.

In to the opening of four new stores, Love Stories is currently looking for additional store locations in Paris and Madrid to strengthen the brand’s international presence. At the moment the lingerie brand is sold worldwide via 600 concession stands in department stores such as Selfridges, Fenwick and Galeries La Fayette and multi-brand/concept stores as well as its two stand alone stores in Amsterdam and Antwerpen.

Best known from its ‘soft’ bras, the brand, backed by a new, unnamed investor, feels like now is the time for the brand to grow internationally as they are in a niche in the market. “We want to open stores in many European capital cities and soon we will open a store in Sydney, together with a local partner,” said Marloes Hoedeman, founder of Love Stories to Fashionmag. The brand aims to open a total of nine stores by the end of the year and operate a total of twenty stores over the course of three years.