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Soft Paris lingerie brand to launch in the UK
Image courtesy of Soft Paris

French lingerie brand Soft Paris is preparing to launch in the UK as it looks to compete with Ann Summers.

GENERAL MERCHANDISE

Soft Paris lingerie brand to launch in the UK

Soft Paris founder Anne-Charlotte Desruelle is planning to sell the brand’s “chic and cheeky” lingerie direct to UK consumers via home parties and is in the process of hiring staff.

Desruelle told The Daily Telegraph: “I lived in the UK for a number of years until 2006. Ann Summers gave me the idea for home parties, for direct selling, and that’s what we did in France. Soft Paris is now number one in France.

“What I liked about Ann Summers is that women felt comfortable, happy and confident to attend an Ann summers party. I’m very happy to come back to the UK and build a sales network. Our products are a bit more sophisticated.”

She added: "I think what really sets us apart from the competition is the quality of the product and the focus we put on female empowerment.”

Founded in 2006, Soft Paris also operates in France, Belgium, Spain and Italy.

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