Blue eyes briefs

Blue Illusion founders Donna and Danny Guest are setting the foundations for another retail chain, opening “the first of a number” of lingerie stores.

Called Bellechasse, the Guests’ latest boutique opened in Melbourne’s Armadale this month and retails Bellechasse branded lingerie in addition to a number of international lingerie labels.

While Donna Guest declined to comment on her plans for Bellechasse, the marketing material for the Armadale store affirmed it was “the first of a number planned to roll out throughout Australia”.

The Armadale store was designed by renowned architect David Hicks, who has also designed sites for Bettina Liano, Calibre and Scanlan and Theodore. Both the Bellechasse store and label carry Donna Guest’s signature French-inspired aesthetic, and features of the Armadale store include video art installation and styling and fitting services.

International labels stocked by Bellechasse include the UK’s Made by Niki, the Netherlands’ Marlies Dekkers and France’s Princess Tam Tam. The store also carries “bedroom accessories”.

The new retail investment adds to the Guest’s 75 Blue Illusion stores in operation across Australia. The pair continue to invest in the Blue Illusion brand, opening their first New Zealand flagship in April 2011. The couple also operate an online store.

Blue Illusion was founded in 1991 and has had various incarnations as a wholesale and retail business.

Erin O’Loughlin