By  on September 5, 2013

Luxury innerwear brand Hanro of Switzerland will open its first store in the U.K. on Sept. 16 in London.

The boutique will be located at 6 South Molton Street in upscale Mayfair. Encompassing 115 square feet, the decor will reflect the sleek, understated look of Hanro stores in a contemporary color palette of gloss white, black and chrome. Framed images of men’s and women’s innerwear and related products photographed at the Hanro factory in Austria will be displayed across shelves to represent the “story of Hanro,” said managing director Stephan Hohmann. Hohmann said Hanro’s first retail outpost in the U.K. is a significant move that confirms its commitment to the region.

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