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Lingerie store is next assignment for model

A luxurious new lingerie boutique called Apartment C is set to open in London at the end of the month.

The business, which is the brainchild of former model Kenya Cretegny, will open on Marylebone High Street in central London, alongside upscale independents such as designer retailer Matches and maternitywear store Blossom.

The 1,200sq ft shop will be styled with art deco and 1960s-inspired furniture and will trade from two separate rooms, which will have a lounge and a library theme.

Apartment C will sell an eclectic mix of lingerie brands, including UK labels Made by Niki and Eco-Boudoir, new US brand The Lake & Stars and Dutch label Marlies Dekkers.

“Apartment C is about hanging out in a cool apartment in your knickers, drinking gin out of a tea cup and reading Last Tango in Paris out loud,” said Cretegny. “It’s a mix of decadence and retro chic. I want it be like a surprise.”

Customers enter the store via the lounge, where a range of printed lingerie and bras are displayed under vintage chandeliers, set against black walls.

Tucked away at the back of the store is the library area, where vintage novels and fashion books are on display, and in which customers can enjoy a gin and tonic from an original 1930s cocktail cabinet. The library houses two large fitting rooms, which can also be booked for private fittings.

Apartment C will also offer a specialist fitting service, provided by staff trained on De Montfort University’s bra-fitting course.

Perfume and body products, silk loungewear and costume jewellery will also be sold in the store.

Cretegny, who also studied design at Central Saint Martins College in London, added: “I want to give customers an enriched experience; we need to get back to good customer service and people need a reason to shop with us. The store is very comfortable and intimate. It took me a long time to secure the location, which is charming, and somewhere you can really lose yourself on a Sunday afternoon.”

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