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UK launch for value label Baci Lingerie

US value lingerie brand Baci Lingerie will launch in the UK and has plans to open 50 stores and target major high street chains to be stockists.

Baci Lingerie, which has pushed the button on retail expansion around the world, said its first UK store would open in May, although its location has yet to be finalised. It said 50 would open within five years

Baci Lingerie has one standalone store in Hungary and 17 distribution partners worldwide. It is owned by US adult brands house Internetmarketing Miami, and will be distributed in the UK by adult entertainment company ABS Holdings.

The brand is also in discussions to exhibit at Birmingham trade show Moda Lingerie and will have stands at both Salon International de la Lingerie in Paris on January 22-24 and Spring Fair in Birmingham on February 6-10.

Baci Lingerie managing director Symon Reeves said: “We see this as a very exciting opportunity to distribute and retail what is a very affordable luxury product.” Wholesale prices will be between £3.50 and £4 per knicker and bra set. Retail prices are £10 to £15.

Reeves said he was seeking store locations in mainstream shopping areas, particularly shopping centres such as Bluewater and Meadowhall. The stores will be run by ABS.

Reeves added: “I can see us stealing share from Ann Summers, La Senza, Topshop and New Look.” Reeves added he would also approach department stores such as Debenhams to stock the collection.

He said that by the end of the five-year project Baci Lingerie should have a turnover of £30m in the UK. Despite the tough retail climate, Reeves said there is a gap in the market for a value lingerie player.

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