In Pictures: Ysé Paris makes UK retail debut on the King's Road
French lingerie, swim and resortwear brand Ysé Paris opened the doors to its first UK retail store on London's King's Road this week.
The opening of the boudoir-style boutique comes a decade after the brand opened its first ever store in the French capital.
In a post on Instagram, the brand's founder Clara Blocman said: "I remember the opening of our very first boutique exactly 10 years ago, in the Marais, Paris. What an incredible journey it’s been ever since… And here we are in London!"
The London store, at 190 King's Road, is the brand's first outside of its home market of France and Belgium. It offers a selection of lingerie, nightwear, swimwear, beachwear and loungewear along with a bra fitting service.
Ysé was founded by Blocman in 2012 and was initially launched as a lingerie brand for small-busted women. It has since expanded its size architecture (with styles available from AA to E) and its product line-up.
It has boutiques across Paris and in major French cities, such as Toulouse, Lyon, Bordeaux and Cannes, as well as in Brussels. The brand is also sold at major Parisian department stores Galeries Lafayette and Le Bon Marché. Its e-commerce website ships around the world, including to the UK. The Etam Group acquired a majority stake in Ysé Paris in 2019.
Ysé is a B-Corp brand and places purpose at its heart. Its designs blend femininity and comfort with bra prices 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 drops eight collections, or "rendezvous", per year.
The King's Road has been attracting a raft of international brands of late, bringing a refreshing retail line-up to one of London's most famous shopping streets. Recent openings on the Chelsea street include French-founded outerwear brand K-Way, French ready to wear brand Soeur and American athleisure brand Vuori.
