Marks & Spencer is launching a lingerie brand called Ceriso, which is aimed at women in their late teens and early 20s.
The colourful range is described as “playful” and comes in “candy pinks” and duck-egg blue. It includes bras, knickers, camisole tops and nightwear.
Ceriso is the sixth lingerie brand for M&S. The chain already has three designer brands: the romantic Wild Heart range by Australian designer Collette Dinnigan; the sexy Salon Rose range by Agent Provocateur and the new La Dolce Vita range by former La Perla designer Manuella Brizzi, which is being introduced to stores in June. Three brands have also been created in the main range: Truly You; a contemporary brand MW, which is used across men and women’s underwear and the new Ceriso brand.
A M&S spokeswoman says: “We have had to segment our entire range because we have a lot of lingerie products.”
It is a strategy that has also been followed by menswear with the launch of Blue Harbour, SP and Autograph for men.
M&S, which has been hit by severe criticism over poor results, is expected to reveal how the same strategy will be applied to womenswear at the end of the month.