Canadian retailer to market sexy lingerie in Saudi Arabia

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TORONTO -- La Senza International, a division of Suzy Shier based in Dorval, Quebec, will soon be advertising its line of sexy lingerie and sleepware items in Saudi Arabia, though the ads will be very carefully crafted to be able to run in the strict Muslim culture that promotes conservatism in dress for both men and women.

La Senza has signed a master licensing agreement with Saudi company F.A. Al-Hokair. Only a few private boutiques are currently operating in Saudi Arabia, giving La Senza an opportunity to establish itself as the first chain to market, opening five stores in early 1998 with plans to open 25 more stores over the next five years.

Mark Carter, executive vice-president of La Senza, says Saudi advertising will vary sharply from what has been seen in Canada and the U.K., where La Senza operates stores, though he adds, "the essence will still be able to maintain the La Senza world- class image and keep the brand integrity and trademark strong."

The company also plans to enter Japan. Canadian creative, handled in-house, will simply be translated into Japanese.

Copyright November 1997, Crain Communications Inc.

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