Lingerie accounts for over a fifth of M&Ss sales in Saudi Arabia

Lingerie accounts for over a fifth of M&S's sales in Saudi Arabia

UK retailer Marks & Spencer (M&S) will this week open its world-first lingerie and beauty store in Riyadh, Saudi Arabia.

As part of the retailer's ongoing strategy to expand internationally, the store, operated under an existing franchise partnership with Al Hokair, will open on 13 March at Khurais, Riyadh's leading shopping mall. This will be followed by the opening of a second store at the mall of Dhahran in Dammam on 17 March.

Lingerie now accounts for over a fifth of the retailer's sales at its 14 full-line stores in Saudi Arabia. M&S said the new concept will capitalise on the growth opportunities in the Saudi lingerie and beauty markets, where its lingerie sales increased by 17% during the last year.

The retailer plans to open a further eight standalone stores in Saudi Arabia in the next two years, in addition to its two new full-line stores in Jeddah and Riyadh opening this summer.

The stores will offer M&S's lingerie lines, with "edited collections to showcase the season's key trend of florals and pale tones", the retailer said. They will also feature a neutral colour palette and "flattering lighting" to complement the lingerie and beauty collections. Feminine touches will include fresh flowers, wooden hangers, bespoke paper bags and "luxurious" tissue wrapping.