AFTER five years of trading under the name of its major supplier, Change of Denmark, the Spanish lingerie chain operated by the Paré family is to revert to its original name, Love Store, as it adopts a new multi-brand strategy. Originally, the chain had sold only its private label range. Its owners told local online trade media Modaes.es that the switch to Change had been intended to overcome the difficult trading conditions at the time but that the now reviving market provided more opportunities for a multi-brand operation. Some of the chain’s nine stores have already been re-named and the process should be completed in 2015. Expansion plans include new openings in Spain, the launch of an online store and extension into other countries, either in Europe or in South America.
The new strategy, combined with the planned expansion, makes the chain a promising sales target for lingerie brands.