(Filed Under retail Lingerie News). Lingerie retailer La Senza is launching its first shapewear collection as well as opening four new stores across the United Kingdom over the next month.

New stores in Wakefield and Huddersfield will feature the store’s standard color palette of black and ivory. The new stores opening in Brighton and Trafford are part of a high-concept roll-out aiming to create a more sophisticated shopping experience for customers, featuring spacious fitting rooms, bespoke mannequins and props, mirrored catwalks and three separate merchandise rooms for lingerie, casual bras and sleepwear/swimwear.

The stores will dedicate retail space to La Senza’s new shapewear line, which includes high-waist shaping briefs, shorts, thongs and leggings as well as under-bra and shaping dresses in black, nude and leopard print that retail for £10 to £35, or approximately $15 to $55.

The new location openings will bring the number of currently operating U.K. La Senza stores up to 164. La Senza is owned in the U.K. by Lion Capital, a private equity firm that purchased the brand in 2006.

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Published 10-19-2011 by Katherine Rautenberg