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Belarusian lingerie brand catches the eye of London’s fashion industry

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MINSK, 16 August (BelTA) – The Belarusian lingerie producer Milavitsa has showcased at the recent edition of Pure London, the UK's leading fashion trade show. The Belarusian exposition drew a lot of attention of London’s fashion retail industry, BelTA learned from Bellegprom Concern.

The trade show features an underwear section alongside women’s wear, accessories and footwear.

In London the Belarusian company forged new connections with retail chains. “Mutual interest is the first step to access a very important market,” the company said.

Milavitsa is one of the CIS biggest producers and distributors of women’s lingerie. The company operates chain stores in 25 countries, including six in the EU. New Milavitsa stores have recently been opened in Italy, Romania, South Korea and Cyprus. The Belarusian company has shipped its first batch to New Zealand. In 2018, Russia accounted for about 61% of the company’s supplies, Belarus – 21%, Ukraine and Kazakhstan – 5.5% each and Moldova – 3.9%.

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