La Senza expands lingerie offer in the Middle East

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MONTREAL--La Senza, Canada's largest specialty lingerie retailer, will open stores in Lebanon and Kuwait in November.

The openings follow the chain's success in Saudi Arabia in the past two years and in the U.K. since 1995.

La Senza, a division of Suzy Shier and currently celebrating its 10th anniversary, has 20% of the Canadian market with 208 stores and sales of close to $200 million. It has 60 stores in the U.K., where it claims 4% of its market, and 21 stores in Saudi Arabia.

Current plans are for 12 stores in Lebanon and in Kuwait, to be followed by more in other Gulf States including the United Arab Emirates, Qatar and Bahrain within the next two years.

The company was the first retailer in Canada dedicated to fashionable, high quality, private-label lingerie.

La Senza is also expanding its La Senza Girl, a fashion chain devoted exclusively to the tween market, the eight-to-14 year olds who each spend an average $906 annually on clothing in Canada, according to a Tween report by YTV.

La Senza Girl is now the banner on 19 stores in Canada and three in Saudi, offering a complete clothing line from jeans and shoes to outerwear, nightwear and accessories. The company is aiming for 200 La Senza Girls stores within five years.

Copyright October 2000, Crain Communications Inc.

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