By  on September 19, 2005

MILAN — Madame V, the high-end British lingerie company, is coming to the Continent to open its first freestanding store here in October.

Located on the central Via Senato, right next to Marni's new venue, Madame V's 842-square-foot space will exude a quiet opulence to set off the sensuality of the brand's lingerie, loungewear and accessories collections. The decor will include marble floors, dark-wood furnishings, cream-leather padded walls and Venetian glass chandeliers.

"Italy is about luxury and seduction, two qualities that are captured in our product," said Mehala Chithraraj, marketing director.

Thanks to a new sales agent, Madame V also wants to make inroads in Italy through department and specialty stores.

On the retail agenda, there are plans to open stores in London and Russia.

"Milan came first simply because we found the right location first," said Chithraraj, adding that Madame V is carried in 50 select doors worldwide.

Based in London, Madame V was launched in 2002 to spruce up the classic perception of lingerie with seductive styles meant for daily wear. Retail prices range from $144 to $270 for bras and coordinating panties, and go as high as $450 to $1,080 for elaborate silk slips and robes.

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