Established in 2005 by mother and son team Penny and Dimitri Parolis, Inner Secrets Lingerie has recently celebrated their 10 year anniversary. Heralding such a milestone prompted a new look to take the brand into the future!

“Having just celebrated our 10th anniversary, we felt that it was time to upgrade our image, as we move the business from its infancy into the next exciting period of growth. We have now firmly established ourselves and the identity of Inner Secrets Lingerie and since retail is constantly evolving, it was time for us to present a new look.” comments Dimitri.

The well recognized stores,which offer women a professional and personal experience in the fitting and styling of all intimate apparel including swimwear and sleepwear, called for a clean, streamlined, modern look with very luxurious finishes to compliment the heritage world brands that they represent.

“The shell of the stores has a polished, neutral look so they feel much more spacious than before and this hascreated the perfect canvas to showcase the beautiful lingerie and swimwear pieces. We have kept the change room area spacious, comfortable and intimate, to almost represent one’s own dressing room so that women feel at ease as they dress down and become transformed with our professional fitting service.” says Penny

Over the years Inner Secrets Lingerie has focused on their business processes, merchandise and service offering to such an extent that they feel confident of their efficient retail operation that is ready to be expanded upon. The new look falls in line with their future plans for the growth of the brand countrywide.

“We have clients from around South Africa who shop with us and they continually request that we bring our stores to their cities. We certainly do intend to open up further stores in other regions soon however we are very specific in targeting strategic locations in high profile shopping centers around the country.”

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