Intimate apparel giant Bendon Group has announced the first opening of its contemporary new retail concept, Drawer No. 1, at Westfield Warringah.

The concept is named after the universal home of lingerie and swimwear - a woman’s top drawer.

Drawer No. 1 features a range of Bendon intimates and swimwear brands, with a focus on personalised customer service.

Curated brands include Heidi Klum Intimates and Swim; Stella McCartney Lingerie and Swim; Pleasure State; Lovable; Fayreform and; Bendon.

Customers will be offered complimentary bra fittings as well as a loyalty programme, with incentives and rewards increasing with spend.

Drawer No.1 will feature evolving trend stories and a seamless integration with its eCommerce channel, offering customers an endless aisle.

Bendon CEO Paul Cherny said the store is a gamechanger.

"Our inspiration for Drawer No.1 was clear and simple: to create a premium environment for women seeking exceptionally high levels of service.

"Drawer No.1 brings Bendon’s house of brands to life in a new and exciting retail concept and we’re thrilled to be offering current - and new - customers a wealth of choice in a discerning and dynamic environment.

"This is thoughtful retail that is unique to the Australian market."

The debut store at Westfield Warringah will be followed by Westfield’s Chermside on October 20 and Carindale on  November 13, with further launches planned for 2018.

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