Lingerie supplier Intimas Group has launched in the UK retail market with an 800 sq ft space on London's Oxford Street, ahead of its official retail push planned for the end of the year.
Intimas, which confirmed it would open a standalone store of between 1,200 sq ft and 1,800 sq ft in the Midlands this year (Drapers, March 1), unveiled a concession in the basement of footwear chain Faith last Thursday. The area houses all of the group's brands except Ted Baker, including Discover Mademoiselle, By Caprice, Lepel and Charnos.
The supplier has filled the corner window of the store with its own PoS material and has used in-store PoS at the top of the stairs leading to the basement.
Intimas chairman Michael Hobbs told Drapers that the opening was a low-key trial to test consumer reaction. "The opportunity came up to open a concession in Faith and we thought it would be a good way to develop our offer for the Midlands store," he said. "The London offer is limited - the Midlands shop will be quite different."
Hobbs said last week's fire at New Look on Oxford Street, which forced part of the street to close, made it difficult to gauge consumer reaction to the new concept.
The Midlands store is due to open in about six months.
- Intimas has signed former Matalan head of corporate development Timothy Laughton to the role of finance director. He replaces Laurence Ford.