Esprit Bodywear concept store debuts in Europe

Fashion label Esprit has opened its first Esprit Bodywear concept store in an exclusive partnership with Dutch group Van Keulen Retail.

Located in downtown Hilversum in the Netherlands, the new 140sqm store showcases the brand’s lingerie, swimwear, sportswear, nightwear and loungewear collections.

The first store of its kind for the brand in the world, it will act as an experiment for Esprit as the troubled company continues to explore options for reviving its lackluster sales of the last few years. The company is pursuing a global restructure which was beginning to show signs of success before the advent of the coronavirus pandemic.

Last month, the company placed its German subsidiaries into protective administration to allow a speedier restructuring of the Hong Kong-listed company’s European business.

Stock in the new Esprit Bodywear store will target a broad demographic, with styles “made for everybody” according to a statement by the company, including push-ups and figure-smoothing pieces.

“With our Esprit Bodywear collections we aim to deliver equally joy, comfort and function for the modern women’s lifestyle – from day to night and all activities,” said Maria Pambori, senior VP – head of lifestyle products at Esprit.

“We attach great importance to a holistic offer from perfectly fitting underwear, comfy nightwear and loungewear to our more active offer which, in addition to a stylish look places all attention on function, like our swimwear and our sports collection”, she said.

Esprit’s partner in the new venture, Van Keulen Retail is described as a successful and experienced franchise family business from South Holland.

“We believe that with our high-quality products and Werner van Keulen’s knowledge and retail experience, Esprit Bodywear is a great addition to the Dutch retail landscape,” said Wouter Mol, head of franchise Benelux & UK at Esprit.