The brand, set up by Barbara Brudenell-Bruce, a former partner at nightclub Fabric, will initially be available in Selfridges, Harvey Nichols and erotic store Coco de Mer. It will also be available online at lingerie retailer figleaves.com.
Brudenell-Bruce plans to set up standalone Spoylt outlets in the UK by 2007. The UK launch is being backed by venture capital funding.
A pink and gold brand identity has been created for Spoylt by Pearlfisher. Promotional activity will focus on PR to preserve the line's exclusive image. Spoylt products are priced between £50 and £200.
The brand is also available in the US. Projected worldwide turnover in 2005 is $1.5m (£800,000).
UK retail sales of women's underwear grew by 34% to £1.14bn between 1998 and 2004, according to Mintel.
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