French Lingerie house Simone Pérèle has opened boutiques in Emporium, Melbourne and Claremont Quarter, Perth.
Flagship boutiques have been opening across the globe over the last 12 months.
This includes a site at Westfield Bondi Junction, Australia’s first online channel and now locations in Perth and Melbourne.
The move marks the evolution of this heritage company from the traditional manufacturer/distributor model to global fashion brand.
Simone Pérèle Australia CEO Tim Rosenfield said the openings allow it to deliver its winning experience, defined by corsetieres.
“We’re excited to build on the relationships we’ve established in the Australian market over the past 40 years through our network of major retailers and boutiques.
"Our strategy has always been, and remains to be at delivering on the emotional connection, expert fitting and support that our customers have come to expect from our intimate service.”
Simone Pérèle Australia’s head of marketing Sarah Cohen agreed.
“The intimate apparel industry is unique in its ability to harness the power of intimate connections for revenue growth.
"And those intimate connections begin face to face with a trusted fitting expert, within a retail environment designed to encourage feelings of confidence both in the product and service but also in the customer themselves.
“The fitting room becomes the stage where the emotions and conversations intimately shared between a corsetiere and her customer combine to create a unique brand story.
"And that is what Simone Pérèle represents; A unique experience for every woman.”
The new boutiques stock the complete collections and exclusive lines in an A-G cup range.
Customers will be offered bespoke organic tea in a setting reminiscent of the Parisian Atelier.
Simone Pérèle’s Capsule Collection is the first to launch in the new Perth and Melbourne stores.
The capsule features five essential lingerie styles; The Lace Bra, The Everyday Bra, The Silk, The Fashion Style and The Shapewear.
Simone Pérèle opened her first Parisian workshop in 1948.