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Rigby & Peller opens 10th UK store

Rigby & Peller opened its tenth UK store on Wednesday in St Johns Wood in London.

The 1,100 sq ft store is located at 23 St John’s Wood High Street and showcases more than 20 lingerie brands including bridal lingerie, shapewear, sportswear, maternity, nightwear and swimwear in sizes from 30A up to 44I.

Managing director Ella Hitchins, who was retail development director at Ralph Lauren for almost four years before joining the lingerie business in March, told Drapers that Rigby & Peller will open another store early next year. She declined to confirm the location at this stage as the deal is currently being signed.

The Knightsbridge store will be closed for refurbishment in mid-January and will reopen in mid-February. A store refit is also planned for the Conduit Street store next year.

Hitchins told Drapers in September that the business is looking to increase the number of UK stores to between 30 and 40 in the next five years.

In addition to the ten UK stores Rigby & Peller has two in Germany, two in Denmark and two in Hong Kong.

The business has been controlled by Belgian lingerie firm Van de Velde since 2011.

It targets 30-something professional women, stocking 23 lingerie, sleepwear and swim brands including its eponymous own brand, PrimaDonna, Marjolaine, Simone Pérèle and Aubade. Prices excluding its made-to-measure service range from £57 for a bra to £300 for a silk nightgown.

Hitchins said: “After a year celebrating our 75th anniversary and substantial business growth, the opening of our St John’s Wood boutique marks a fantastic end to 2014. We’re proud to be part of such a stylish and vibrant high street, where we share the same brand values as many of the other premium retailers.”

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