(Filed Under wholesale Lingerie News). Journelle has expanded beyond Union Square to Soho; a hub of New York City shopping.

Claire Chambers, founder of the luxury lingerie boutique chain, opened New York City’s second Journelle location last Friday at 125 Mercer Street. Journelle’s flagship store is located at East 17 Street in New York City. The retailer also has a store at 1109 Lincoln Road in Miami Beach, Fla.

The new store measures 1,800-square-feet. Mario Ciuffarin designed it to reflect décor elements similar to Journelle’s first two locations, with dark wood, tawny suede, pops of bright white and the retailer’s signature deep purple. Elements unique to the Soho store are custom-made millwork, spacious dressing rooms and a video projection installation.

Chambers opened the Soho store to “be closer to the Journelle customer; a downtown everyday woman,” the company said. The location will focus on offering this demographic looks from emerging designers and “edgier” brands, like Bordelle, Damaris and the Lake and Stars. The store’s 50-plus brands will also include lingerie fixtures like Chantelle and Elle Macpherson Intimates.

According to the company, this store is just the beginning. Chambers plans to more than double Journelle’s locations, including opening an additional four stores next year. Locations will be announced closer to opening dates.

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Published 11-16-2010 by Amanda Torres Price