Facia is injecting 5m into relaunching its lingerie chain, Contessa, in a bid to move upmarket.
The 130-strong chain was bought by entrepreneur Stephen Hinchliffe’s Facia in April last year.
Marketing director Trevor Bell says the new look will be launched through Contessa’s Fleet store in Hampshire this month.
The relaunch will be rolled out through a majority of the stores this year, depending on the success of the Fleet outlets, he adds.
Included in the redesign are plans to boost the own-label Contessa brand,with the possibility of above and below-the-line advertising support.
Bell says the brand and the Contessa stores are conservative and old-fashioned.
He adds that the chain will in some aspects compete with outlets such as Knickerbox, but target 25 to 45-year-old women.
“It will be for the working woman and offer a slightly more serious, attractive yet feminine style,” Bell says.