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Elle Macpherson Intimates enters continental European market


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November 16, 2009/0.21


Elle Macpherson in Germany
Just shy of its 20th anniversary, Elle Macpherson Intimates has announced its entry into the continental European market with a launch in Berlin last Thursday.
   The spring–summer 2010 collection was displayed at the Galerie Morgen, with supermodel Elle Macpherson herself, as the creative director of her brand, present.
   ‘The reaction to the launch of Intimates in Europe has surpassed all our initial expectations. It’s a very exciting time for me and my design team,’ says Macpherson in a release.
   ‘The focus for the Intimates lingerie has always been on impeccable design, using luxurious fabrics with attention to fit, comfort and affordability. This is what sets the lingerie apart.’
   Guests included Anna von Griesheim, H. P. Adamski, Tamara Gräfin von Nayhauß, Sophie Schütt, Celia von Bismarck, Unrath & Strano, Tobey Wilson, Anastasia Zampounidis, Tanja Bülter, Stephanie Stumph, Marcel Neumüller, Hubertus Regout, Prof Dr Jo Groebel and Fiona Benett. Catering was by Kuchi.
   Germany, Switzerland, Austria, Sweden, Denmark and Greece are among the countries the Elle Macpherson Intimates range has now entered. In Germany, Elle Macpherson Intimates is available at Galeries Lafayette and KaDeWe in Berlin, Ludwig Beck in München and Breuninger in Stuttgart. There is also representation in Mannheim and Hamburg.
   Macpherson says that by spring 2010, her brand will be represented in 300 stores in 11 countries.


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