Oo La LA! A posh new lingerie store is on its way to Swansea city centre.
The popular La Senza lingerie chain is the latest store to give the city centre a big vote of confidence by announcing it is setting up shop here.
Selling high quality lingerie, the company has a reputation for affordability and elegance.It will open at the junction of Portland Street and Oxford Street in a shop until now occupied by discount chain Profile.
The opening is being earmarked for the end of June, say company bosses.
A High Street boutique chain, La Senza promotes its products as "comfortable and romantic lingerie and nightwear".
The chain has stores in Denmark, Germany, Gibraltar, Greece, Iceland, Malta, Norway and Spain.
The company was formerly owned by Millwall Football Club director Theo Paphitis, who was one of the panel of entrepreneurs on BBC TV's Dragon's Den programme.
Last year he sold up to private equity group Lion Capital, which vowed to expand throughout the UK and Europe.
Chairman of the Swansea Business Improvement District, Peter Birch, said: "It's brilliant news.
"Every week there's somebody announcing they are coming to Swansea.
"Companies are seeing investment is being poured into Swansea.
"We have a Business Improvement District here which is a first in Wales.
"People can recognise that it's the place they want to be."
He said companies which had pulled out of the city centre could live to regret their decision.
"They might find the error of their ways and realise Swansea is a much sought-after place to come.
"A store like La Senza will add to the wide variety of shopping in Swansea.
"JT Morgan managing director John Coles said: "Any store that is coming to the city centre is good. At the end of the day, the more businesses we have in the city centre, the better it is.
"It is up to us to compete."
Shopper Holly Vance, aged 34, of Wimmerfield Avenue, Killay, Swansea, added: "At last we seem to be getting some decent names here.
"It is not before time. I just hope there are a few more in the weeks to come to add to the list.''
