French lingerie brand Ysé Paris to make UK retail debut on King's Road

French lingerie brand Ysé Paris is poised to open the doors of its first UK store this month on the rejuvenated King's Road in Chelsea.

The brand, which also creates swimwear, loungewear and resort wear, is latest in a line of new generation brands to open on the iconic street. Recent openings including activewear brand Vuori, footwear brand Superga and outwear brand K-Way.

Its boutique will be based at 190 King's Road and is set to open on 13 May. It will be the brand's first store outside of France and Belgium, In its home market it operates several boutiques within Paris and in other key French cities including Bordeaux. Cannes, Lyon and Toulouse, among others. It also has one store in Brussels and a presence in Paris department stores Le Bon Marché and Galeries Lafayette.

Founded in 2012 by Clara Blocman, Ysé Paris originally set out as a brand for smaller breasted women, but has since expanded to embrace all sizes and prides itself on its inclusive approach. It drops eight collections a year and is committed to using sustainable materials (it is B-Corp certified) and places purpose at its heart with initiatives to support and elevate women. The Etam Group acquired a majority stake in the brand in 2019.

The brand has been available to buy online for UK consumers for some times with prices for bras ranging from around £50 to £70. Swimwear is priced at around £100 for a one-piece with bikini tops around £65-£70 and bottoms around £40. It also offers a range of loungewear and beachwear. Its aesthetic blends femininity with comfort and it is known for its whimsical product names, such as the Sous Le Palmier (Beneath the Palm Tree) swimwear and Elu de Mon Coeur (Chosen by My Heart) lingerie.

As well as being available through its own stores and website, it has a long-standing collaboration with fellow French brand Sézane on swimwear.

Images: Ysé La Plage Privée Collection 2025, Courtesy