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The Blush! label offers a range of lingerie and nightwear that is sexy and seductive. The collections are developed from the meticulous design of each piece of lingerie and the careful selection of French laces and fabrics. Blush! bras come with coordinating bikinis, thongs and g-string in classic colors while the nightwear are ultimately sexy and definitely captivating. Blush! has gone a long way since its establishment. It started its operations in a small outlet selling intimate apparel and swimwear. Currently, it has grown substantially to become a chain of retail boutiques. Blush! success is built upon its principle value proposition of offering a variety of brands, product lines and styles to offer customers a range of lingerie, nightwear and swimwear that would cater to all tastes. The concept is similar to that of department stores but aims to offer more personalized service as well as a more relaxed atmosphere. The attraction of Blush! lies in its ability to offer a wide range of internationally renowned intimate apparel brands from Europe and U.S.A. The brands at Blush! are, from U.S.A. – Maidenform, Wonderbra, Vanity Fair, Champion and Jantzen; and Europe – Parah, Princesse Tam Tam and Dim. In addition to imported brands, Blush! develops its own label of intimate apparel. Blush! lingerie and nightwear are created from European designs and fabrics with the aim of providing a better fit for the Asian woman. Blush! aims to capture the market for intimate apparel and swimwear in the South East Asian Region.