PARIS — Pinault-Printemps-Redoute has opened the first unit in what it plans to develop as a lingerie specialty chain throughout France.
Called Orcanta, the initial unit opened this month in Thiais, a suburb of Paris, with nearly 1,700 square feet. Two more shops are expected to open before the end of this year in Paris and Lyon, and Pinault-Printemps-Redoute says it aims to have around 100 boutiques in the French market within the next five years.
The shop targets women between the ages of 25 and 45. Retail prices for a bra range from about $34 to $118. Pajamas are priced from about $70 to $118.
Merchandise includes the French foundations labels Aubade, Chantelle, Lejaby — which is owned by The Warnaco Group — and Lou, owned by VF Corp. There also is private label daywear and sleepwear. A private label line of shapewear will be introduced for spring and summer selling.
As reported, executives of Pinault-Printemps-Redoute, a French distribution conglomerate whose sales in the first half of this year reached 37.7 billion francs, announced plans for the lingerie chain in September, but kept details under wraps. Serge Weinberg, president, said at the time that the inspiration for the chain came in part from the success of non-French lingerie chains, including Victoria’s Secret.
“In France, there is room to gain market share in this sector,” Weinberg said.