Swedish celebrity model turned designer Victoria Silvstedt has signed for her first UK store to stock her lingerie range.

Silvstedt is to open on London’s Kensington High Street and will sit alongside retailers such as Urban Outfitters, India Jane and Vendetta. The branding of the store is not yet clear.

Silvstedt made the move into lingerie in February 2006, when she launched her lingerie range at London Fashion Week.

Discount designer retailer TK Maxx is also set to move onto Kensington High Street later this year in the former Habitat unit.

Agency Churston Heard acted on behalf of both Celebrity Lingerie and TK Maxx.

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