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La Perla plans men-only store to house revamped range

Luxury brand La Perla will open its first men’s-only store on Mount Street in Mayfair next year following the relaunch of its menswear range later this month.

The store will open in May 2015, ahead of shops in Paris, Geneva and Milan.

Menswear makes up 10% of La Perla’s total sales, which are expected to reach £89.6m in 2014, but it aims to increase this to 30% in the next three years.

Joëlle Pellegrin, managing director of Europe for La Perla, said: “There was a real gap in the market for this kind of apparel for men. The men’s underwear market is growing and we want to tap into that, as well as revolutionising the way men dress at home.”

The store concept will be the same as the Sloane Street womenswear store, designed by Italian architect Roberto Baciocchi, featuring walls dressed in painted fabric and display cases.

Several larger stores will also be refitted to create larger menswear areas, including shops in Paris, Barcelona and Amsterdam.

The move will follow the relaunch of La Perla menswear under the direction of Italian designer Emiliano Rinaldi, who was brought in earlier this year.

The spring 15 range will be unveiled at Pitti Uomo on June 19 and will drop into La Perla stores and online in December.

The 31-piece range centres on loungewear and swimwear and is more detailed than previous men’s product. It borrows fabrics and details from the women’s lingerie collection and features silk robes and kimonos, oversized trousers and cotton and cashmere tracksuits. Retail prices for the men’s colletion range from £90 for a pair of swimming trunks to £353 for a silk robe.

La Perla has one UK store, at 163 Sloane Street. A flagship is scheduled to open at 9 Old Bond Street in July.

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