By  on July 2, 2007

LONDON — The British lingerie label Bodas is growing its retail presence here and featuring new categories.

Bodas opened in the hip East London neighborhood Spitalfields this month and plans a third London store this year. The brand also will launch Bodas Bath and Bodas Organic Supima cotton T-shirts this summer.

Bodas Spitalfields, a 600-square-foot modern unit rendered primarily in glass, is in a new retail development on Brushfield Street.

"It's such a unique area with lots of cool boutiques," said founder and brand director Helena Boas. "It's bustling during the week and is really busy on Sundays."

Founded in 2001, Bodas is stocked at 75 high-end department stores and retailers worldwide, including Barneys New York, Saks Fifth Avenue and Henri Bendel in the U.S. Boas said the long-term growth strategy is to build the wholesale business slowly, while bolstering retail sales.

"We don't want the product everywhere," Bodas said. "It's important that it sits with like-minded brands and similarly that it attracts our ideal customer profile. We're a niche brand. Customers like the sense of discovery with us, like they've found it. That's why we like it to be stocked in small stores, where you get personal attention as well as service."

Bodas added that areas of interest for expansion include Japan and high-end boutiques in existing markets.

"What inspires the brand is what I want from underwear," she said. "Each category has come from not being able to find something somewhere. It's beautiful underwear, in beautiful fabrics, for everyday. That's what categorizes Bodas."

The Spitalfields store, which features simple glass areas, white walls and pale wood floors, sells the full Bodas offering of lingerie, loungewear and sleepwear, including the new bath and T-shirt collections.

"We had to work to make it feel intimate," Boas said. "Its lovely and light with the glass, but we still wanted the changing rooms to feel private and enclosed."

Bodas Bath, a collection that includes a face mitt, headband, slippers and bath pillow, are the accessories of what Bodas described as the "perfect bath robe."

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