Parisian lingerie brand , Aubade, a synonym for French seduction and savoir-faire, takes a significant step in their expansion strategy by unveiling a new, 18 square metres long corner in Milan’s prestigious Rinascente store this month (July 2024). This opening marks a further step in Aubade’s expansion into high-end retail and introduces its collections to the discerning Italian audience.
Aubade’s debut at Rinascente is strategically aligned with the recent renovation of the department shop floor, providing a fresh and luxurious showcase for the brand’s premium woman’s wear and lingerie. The new corner will display Aubade’s timeless carry overs and latest collections, including an exclusive collaboration with supermodel Cindy Bruna.
This step is the latest in Aubade’s successful expansion in Southern Europe, which had previously focussed on the Iberian Peninsula. The brand is already present in Marbella’s ‘El Corte Inglés’, Madrid’s Puerta del Sol, Lisbon, Valencia and Barcelona’s ‘Plaça de Catalunya’. With Rinascente in Milan, Aubade is continuing its legacy in prominent European and worldwide retail spaces including Harrods, Selfridges, KaDeWe, Isetan, Mitsukoshi, Bijenkorf, Galleria, Breuninger, Globus, Manor and Inno.
