SUZY SHIER TO EXPAND LA SENZA GIRL CHAIN
By Adnews Staff
Suzy Shier Limited of Dorval, Quebec plans to more than double this year the number of La Senza Girl stores it currently operates in this country. The fashion chain targets "tweens" 7- to 14-years-of-age. There are currently 25 stores in the chain. By the end of the year the company intendes to have 60 La Senza Girl stores in operation, said Irving Teitelbaum, chairman and CEO of Suzy Shier. Lingerie retailer La Senza launched the La Senza Girl spinoff in the fall of 1999 after testing the idea with La Senza Girl "zones" in a number of La Senza locations. Laurence Lewin, president of the La Senza Group, said "La Senza Girl has achieved brand recognition in a very short time." In addition to five to 10 new La Senza Girl stores to be built in major regional malls, Suzy Shier also plans to convert a number of L.A. Express and Suzy Shier locations into La Senza Girl stores. Advertising for La Senza Girl is done in-house. Public relations are handled by Strategic Objectives of Toronto.