Lejaby, the veteran French luxury lingerie brand which was rescued from the brink of collapse, will open the lingerie salon next to the Louvre in Paris, aiming to attract rich guests nearby luxury hotels.
"These women understand and pursue luxury, and they come to Paris for purchase two or three times a year." The current CEO of Lejaby explained his underwear salon project. "The idea is very simple, we just want to bring Paris fashion salon back to life. The inspiration was from the era of 1940-1950, and customers will come to enjoy a fashion show, and then into the dressing room for trying on if they like. "
The former CEO of La Perla Prost knew clear about the reasons for the breakdown of Lejaby with its annual sales fell from €80 million to €20 million, and even faced possible bankruptcy. “The products have lost its soul. The strategies in the past was selling with a respected name - Lejaby and low-cost products Made in China, which led to the loss of 60% retail partners in three years. Therefore, we know that this is not the right strategy, for the dress has high fashion status in Paris, while for lingerie, it is not the same.” he said.
In the Paris Salon show, the company has launched a series called the MAISON Lejaby series and the series entirely uses the locally sourced materials - Calais lace, Lyon silk. All pieces are handmade when the designers finish them. Each garment is individually numbered and signed with seamstress’s names.
"There are no other big underwear brands made in France except for us," Prost said. "This is not an easy thing, you need to rebuild the entire production line.” Now Lejaby regains "Made in France ", hoping to achieve a balanced budget in 2013 and reach the turnover of €30 million.
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