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Price points to expand at La Senza

Lingerie retailer La Senza will expand its entry and exit price points as it gears up to open its largest store to date at the Westfield London shopping centre in London’s White City.

Speaking to Drapers at the relaunch of La Senza’s London Oxford Street flagship, chief executive Rose Foster said: “As our shops get bigger, we’re able to offer more product. We’re looking at lowering our entry price point from £7.50 and upping our exit price point too.”

La Senza will open a second store on Oxford Street, near Marble Arch, in September. The 3,500sq ft store will be launched ahead of a 5,300sq ft opening in the Westfield London development, which is due to open in October.

Foster added that sales were up by single digits and that she was happy with the performance from the group’s redesigned stores. “Times are tough for everyone, but you have to innovate and keep moving forward,” she said.

La Senza unveiled its new store concept, designed by consultancy JHP, in Enfield, north London, last December.

All new stores are being fitted with the latest concept, existing shops have had a cosmetic overhaul or refurbishment.

Foster has been increasing the average La Senza store size from 1,500sq ft to between 2,000sq ft and 2,500sq ft.

The retailer has earmarked over 100 potential sites for the next three to five years, with a view to boosting its presence in London and the north east.

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