Pleasure State arrives at Myer

AUSTRALIA: Luxury lingerie brand Pleasure State and Myer have collaborated to launch Pleasure State shop-in-shop concepts in 32 Myer stores nationally.
Opening consecutively in August, Pleasure State and Myer will present a shopping environment that will become the hallmark of Pleasure State concept stores around the world.
Offering a full representation of both its signature Couture collection and its diffusion brand White Label, the first in-store drop will be for spring/summer 06/07.
Available in selected boutiques and David Jones until now, Pleasure State managing director Justin Davis-Rice said the brand would gain substantial exposure by going to market with a partner such as Myer.
"It will really change consumer awareness of the brand and allow us to quickly impact the market. We're delighted to have reached agreement with Myer who will be the first to launch our international retail concept."
Rolling out the model to overseas stores towards the end of the year, Davis-Rice was reluctant to divulge too many details about the planned expansion.
Placing specially-trained staff throughout Myer's top nine stores, dressed in a Pleasure State uniform, the personnel would provide a fitting and advice service ensuring the highest levels of customer service and support.
Myer managing director Dawn Robertson said the department store was delighted to have formed a partnership with Pleasure State.
"Pleasure State is one of the world's hottest lingerie brands and the promise of 'accessible luxury' fits with Myer's approach to make wanted fashion accessible to more Australians."
Since launching in May 2004, Pleasure State has quickly become a top selling name in the international intimate apparel industry. Distributed across 23 countries including Australia, the UK, Japan, Russia, France, Switzerland and USA, it is stocked in premium boutiques and department stores including Selfridges, Harrods, Liberty, Galeries Lafayette and Victoria's Secret.