Yamamay Enters South African Market

There was considerable excitement in the Menlyn Park Shopping Centre in Pretoria, the capital of South Africa, when Italian lingerie brand Yamamay, known for its racy but sophisticated styling and accessible prices, opened its first store on the African continent last month. The 1,076-square-foot, ground-floor space joins Yamamay’s network of more than 700 stores worldwide. Opening in time for spring in the Southern Hemisphere, the store carries lingerie and sleepwear from the spring 2019 collection, as well as the CR7 underwear collection by Cristiano Ronaldo. The swimwear range is expected to be available soon, in time for summer. John Kainga of Yamamay South Africa owns the franchise for the country. He felt that Menlyn Park “offers world-class shopping, dining and entertainment experiences and is home to some of the world’s biggest and most desirable brands, making it the perfect location for the first South African flagship.” He noted that the store opening “was hugely successful, with many patrons queuing to purchase their favorite Yamamay apparel.” While most international brands would opt to enter the market through a Johannesburg or Cape Town store location — Sandton City and Hyde Park Corner are the top two premium malls in Johannesburg, while the V&A Waterfront and

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