Aubade launches in Selfridges

By

Barbara Santamaria

Published
Jun 11, 2018

French brand Aubade has secured a distribution deal with Selfridges to sell its lingerie in the upmarket department store’s Oxford Street branch from end of June.

The label will join the Everyday Lux area of the Selfridges Body Studios with its seasonal collections including Femme Romantique, Femme Aubade, Aubade al'Amour, Belle d'Ispahan, Nuessence, Femme Sensuelle, Femme Charmeuse and Femme Passion, as well as Wandering Love, Nuessence, Rosessence, Aubade a l'Amour and Onde Sensuelle.

With a range of bra sizes up to DDD, the offering aims to cater for women of all shapes. Its history dates back to 1875, when it launched as a corset maker for modern French women, quickly introducing panties and girdles.

The brand said it found in Selfridges a strong partner for its international expansion.

It will complement its presence in London, where it operates a freestanding store on South Molton Street. The company has also stores in Spain, Germany, Switzerland, Denmark, Belgium and Italy.