French lingerie brand Ysé opens first London boutique

Fashion Network

a day ago

French lingerie label Ysé is continuing its international expansion. The Paris-based brand, founded in 2012 by Clara Blocman and majority-owned by the Etam group, opened its first UK boutique on May 15 at 190 King's Road in London's South Kensington. Known for its chic and comfortable lingerie, Ysé is growing rapidly, reporting 40% annual sales growth as it pursues a targeted retail strategy in key markets.
'After Paris, London is the second city where our online customers are based. It is a global city, with many French residents. However, we needed to establish the brand firmly before expanding to the UK. Brexit complicated the process, and good locations remain rare and expensive,' says Blocman. The presence of other French brands, including Sœur, Balibaris, and Oh My Cream!, also influenced her decision. 'We are very pleased with the boutique's early performance, which is attracting both destination customers and passersby.'
Ysé opened its first store outside France in Brussels last year. Rather than targeting a new country next, the brand plans to add a second location in London. The United States remains a key online market, ahead of Italy, Spain, and Germany.
Headquartered in Paris' ninth arrondissement, Ysé has two additional openings planned for 2025. It recently opened a store in Rennes at 4 rue de Toulouse, where it is testing a new concept focused on circularity. 'We see this as an educational store, featuring our first in-store second-hand section, offering only Ysé pieces. It also helps raise awareness about lingerie care and repair,' says Blocman.
In early July, Ysé will add a new Paris location to its existing six stores in the capital. The new boutique will open on Rue Bonaparte in Saint-Germain-des-Prés, marking the brand's first standalone store on the Left Bank, where it already operates a corner at Le Bon Marché.
The company now operates 20 points of sale, including two corners. An HEC graduate, Blocman remains independent in her strategic decisions while benefiting from synergies with the Etam group. Logistics are managed through a shared warehouse, and the group also supports Ysé in negotiating and securing retail locations.
Certified B Corp in 2024, Ysé reports that 95% of its products meet its responsibility standards, with materials either made in France or sourced from certified or recycled fibers. The brand focuses on local sourcing, with production concentrated in Morocco, Tunisia, Portugal, and Italy.
Originally designed for smaller busts, Ysé has expanded its size range to include up to an E cup and launched ready-to-wear in 2020, maintaining its delicate, creative style. 'We balance scarcity—to maintain desirability—with careful stock forecasting to avoid unnecessary frustration. We have faced some very fast stockouts, so we now aim for more restocking,' says Blocman.
A fan of collaborations, Ysé—whose customers have an average age of 33—has renewed its partnership with maternity brand Tajine Banane this season. The brand is also launching a new collaboration with Grasse-based perfumer Fragonard for its swimwear line, which evokes the Mediterranean through swimsuits, pareos, and quilted bags.
After achieving 40% growth in 2024, the 150-employee company expects similar growth in 2025 in what Blocman describes as 'a highly fragmented and competitive market.' From €15.5 million in revenue reported in 2023, Ysé could surpass the €30 million mark this year, with more than 50% of sales generated online.
'We are also seeing growth on a like-for-like basis,' emphasizes Blocman. 'We've benefited from stronger brand awareness over the past two years and improved store traffic,' she adds. The brand also focuses on personal service. 'Our best customers appreciate advice. The human element is very important, which is why we are opening boutiques. Our approach is omnichannel, and it will remain so.'