"It was extremly important for me to find a model that both men a woman find atractive. Triana is unique as model, becouse she can be extremly sexy and at the same time maintain SEXY by Swedens high class profile." Says Bingo Rimér, founder of SEXY by Sweden.

SEXY by Sweden did open on October 18th in Stockholm. The opening and launch of the shop was documented by Swedish television and was followed by thousens of viewers. SEXY by Sweden has already position itself as sexy and playful alternative to traditional lingerie shops in Sweden. This has been achieved by offering high fashion brands and collections more daring than everyday underwear in packaging which communicates class and style.

The main sales channel is the web shop, however to create the right image and credibility we open a show room and boutique in Stockholm. Far from the basement sex shops, SEXY by Sweden will be a flirty, light and trendy high street store, designed by leading interior architects.   

All photos by Filip Cederholm / YAYA Productions (www.yaya.se).