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Dolci Follie to create lingerie brand and launch in Japan

Lingerie independent Dolci Follie is launching an own-brand underwear line in time for Christmas.

The first capsule collection will consist of three sets of bras, briefs, thongs, suspenders and babydoll slips, all in black. A second, similar-sized range will launch for Valentine’s Day 2015 in red and black.

The full collection, which will also be expanded to include ivory and white pieces to target the bridal market, will be stocked in its Notting Hill store for spring 15

Owner Simona Walters said she has no plans to wholesale the brand in the UK but will consider doing so abroad, concentrating on the Japanese, US and Australian markets.

She added the collection will be manufactured in Italy: “I’m Italian, a lot of the brands we stock are Italian and I have a lot of contacts there – so it makes sense.”

Meanwhile, a pop-up shop will open in the Shinjuku, Tokyo branch of Japanese department store Isetan in December, which will sell a selection of the brands currently sold in the Notting Hill store.

The 172 sq ft space will open from December 3 to 16. A permanent store will be opened in Japan if the pop-up is successful.

“Customer service in Japan is second to none and that’s a core value at Dolci Follie, so we’re well suited,” said Walters. “The Japanese market loves European brands and tends to follow our trends, so we have high hopes.”

Brands stocked by Dolci Follie include Gilda & Pearl, Damaris and Mimi Holliday.


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