Luxury lingerie house, Simone Perele, unveils new store design with the opening of its Burnside store

June 12, 2025

Luxury French lingerie house, Simone Perele, is expanding its store offering in Australia, debuting its newest modern retro store concept for the first time in the southern hemisphere at the new Burnside Village shopping centre.

Simone Perele has been a leader in French luxury lingerie, supplying women all over the world with carefully crafted lace designs direct from the atelier for over 75+ years. Founded by a visionary corset maker, Simone Perele revolutionised the lingerie landscape with avant-garde techniques and iconic creations.

The opening coincides with the launch of Burnside Village’s highly anticipated Stage 6 development, the largest private retail expansion in South Australia. It marks Simone Pérèle’s second Flagship store in South Australia, joining its Norwood location, that opened in 2023. This expansion is part of the brand’s broader growth strategy in Australia, which includes new standalone stores and an enhanced omni-channel presence.

 

The Design

The brand new store concept, designed by Camille Chasseriau, takes heavy inspirations from the innovative female artists, designers and architects of the 1950s. The creative inspiration revolves around simplicity, efficiency and timeless femininity, pulling mid-century shapes and natural elements in it’s designs. Colour is deeply inspired from past but with a modern take on combinations. The metal structures in store are heavily inspired by the lace crafted by the Simone Perele artisans, and the colours and textures taken from many themes from the brands archival pieces. The façade of the shopfront pays homage to Simone Perele’s French workshop from 1948, where the brand was born.

The furniture has been both built locally and overseas, as well as commissioned from local brands such as Future remade, who has supplied the stools for all the fitting rooms, created from reconstituted wood and leather off cuts, aligning with our Simone cares strategy of a more sustainable foot print.

“We’re thrilled to bring the Simone Pérèle experience to Burnside Village,” said Damian Burke, CEO of Simone Pérèle Australia. “This boutique reflects our new store design direction globally in a setting that matches our brand’s refined aesthetic.”

To celebrate the opening of the Burnside store, Simone Perele are offering 30% off selected styles and a free upcycled scrunchie made from their iconic French lace and fabrics with every $250 purchase for the first 100 customers.