Russian lingerie retailer Wild Orchid is set to continue its expansion in the UK with the opening of its first eponymous store on Oxford Street next month.

Wild Orchid launched in the UK last September with a store at Bluewater in Kent, operating under its UK trading name Vendetta. It has since opened a further two stores under the same name at Bromley in Kent and on Kensington High Street.

The 1,130 sq ft (105 sq m) Oxford Street store will trade as Wild Orchid and also stock its own brand, Decollete.

The store, at 133-135 Oxford Street, will be positioned at the higher end of the market, aiming to compete with the lingerie departments at Harrods and Selfridges. It will sit alongside other lingerie operators such as La Senza and Intermissimi.

Wild Orchid’s Vendetta stores are positioned at the mid to upper market, stocking brands including Christian Dior, Roberto Cavalli and Christian Lacroix. The Wild Orchid store will stock these brands alongside its Decollete brand, made in Russia.

Wild Orchid European managing director Melanie Vance said: “We’re looking for customers who want well-known, well-made brands and who want to spend a little bit extra on themselves.

“We’re not for customers who want to buy 10 bras and knickers because they need them, but those who are looking for just one item that is much better quality.”

The retailer, founded in 1992, has 195 stores in Russia and Kazakhstan, trading under three brand names: Wild Orchid, VI Legion and Bustier.

Wild Orchid president Alexander Fedorov wants to open about 30 stores in the UK and also to target other European countries such as France and Italy.

Other UK sites are likely to include Westfield London shopping centre. Toby Comerford, partner at Cushman & Wakefield, which is acting for Wild Orchid in the UK, said: “As a new entrant to the UK, Wild Orchid is keen to pilot different trading locations to assess the most suitable format for future nationwide expansion.

“Opening its first UK store at Bluewater was the logical choice, giving instant access to more than 25 million customers a year and at the same time achieving a profile in the UK retail property market.”