Myer has added a new brand to its portfolio, welcoming luxury French lingerie label Simone Pérèle to its assortment.
The lingerie label will first launch onto Myer's website in February, followed by five stores; Sydney CBD, Chatswood, Melbourne, Adelaide, and Garden City.
The launch with Myer furthers Simone Pérèle's expansion plans in the Australian market, with the label able to access Myer's customer base, including its five million Myer One loyalty members.
"Simone Pérèle’s aim is to be the world leading brand in affordable luxury lingerie and our new partnership with Myer sees us take a step closer to achieving this," Simone Pérèle Australia CEO Damian Burke said.
"We are thrilled to be launching in Myer this year and look forward to sharing our beautifully designed collections with their customer base," he said.
To continue the brand's customer service experience, Myer will have expert Simone Pérèle fitters in all locations.
Myer will stock the complete Simone Pérèle lingerie, sleepwear and loungewear collections both online and in-store.
Myer GM merchandise Annabel Talbot said the brand is well-liked by its customers.
"We are delighted to be increasing our intimates offering, by welcoming respected international brand Simone Pérèle to the Myer stable.
"As a beautiful, high-quality brand with a refined offering across fit, form and function, we know their products will be incredibly popular with our customers," she said.
Simone Pérèle will continue its expansion across the Myer network, with the aim to be in a further five stores from August this year.