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.

“The U.K. has experienced significant growth for us in the last five years. Our distributors of intimates in the U.K. are launching the store for us, and we have high expectations for the first quarter as we approach London’s high footfall around Christmas shopping,” said Hohmann. The London store will feature a full collection of women’s and men’s basic and fashion collections of sleepwear, loungewear, lingerie, shapewear and men’s innerwear.

Hanro currently has five stores worldwide, three of which are in Europe. The brand’s biggest-performing markets are the U.S., the U.K., Germany, Switzerland, Austria, France, Italy, Belgium, Luxembourg, the Netherlands and Japan. In the U.K., Hanro is sold at 120 specialty retailers as well as Harrods, and e-commerce site

The luxury brand, which will celebrate its 130th anniversary in 2014, opened its first Hanro boutique in the U.S. this year in the trendy Meatpacking District of Manhattan.

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