LUXURY lingerie brand I.D. Sarrieri, created in Switzerland by Romanian designer Iulia Dobrin in 1992, opened a store in Paris to test its new retail distribution concept. Formerly, it was distributed only through multi-brand retailers, department stores and online stores. The brand is now seeking retail premises in London and other European capitals while it hopes to open stores in UAE soon following an agreement with a local partner.
The expansion into retail distribution promises to raise the extent to which the brand benefits from growing demand for luxury bodywear.