Our Story

Maison SL is a family business founded by Susana Lorena, who has worked in lingerie and fashion for many years. She and her sister, Laura Pinheiro, take the stress out of shopping for lingerie and swimwear and will make the experience a pleasure for you.

Our Notting Hill boutique and online store stock a wide range of luxurious brands. We cater for real women of all ages and shapes and we stock cup sizes ranging from A to I.

There is something for everyone at Maison SL. Our customers range from sporty teenagers through to busy mums, professional women and more mature ladies. Sometimes we have had three generations of a family in the store at the same time, not to mention husbands, lovers and boyfriends.

We welcome men shopping for gifts for wives or girlfriends. We will advise you on the best presents to buy and the dos and don’ts if you are not an experienced lingerie buyer. The key thing to remember is that you are buying a present for her, not for you!

We are trained in helping women who have had a mastectomy and can offer a range of solutions. To help with research into breast cancer, we run an annual Bra Amnesty in aid of Against Breast Cancer, raising money by asking customers to donate unwanted bras.

Drawing on their long experience in the business, Susana and the team are expert at coming up with solutions to make you feel stylish and fashionable as well as offering the perfect fit.

If you get the right advice, it really is possible to combine fashion and comfort - that elusive combination which empowers women, makes you feel good and gives you a great sense of confidence.

The Team

Susana (pictured) has more than 20 years’ experience in lingerie and swimwear. She has worked previously for both Rigby & Peller, the British lingerie retailer, and for Eres, the Chanel swimwear and lingerie brand. At Rigby & Peller she managed their flagship King’s Road store in Chelsea and was also tasked with reviving the company’s Bow Lane store in the City of London.

At Eres she launched a new store in the Burlington Arcade in Piccadilly, one of the leading luxury shopping destinations in central London, and was responsible for building the clientele and developing the business.

She also started up and ran her own lingerie business in Richmond-upon-Thames, Surrey for a number of years, and she still has loyal customers from those days who come to Maison SL.

Conveniently for such an international community as Notting Hill, Susana speaks French, Italian and Spanish as well as her native Portuguese.

Sister Laura Pinheiro is also fluent in Spanish as well as Portuguese and she too has worked much of her career in the luxury retail industry. She worked for many years in Porto for Christian Dior as one of their managers at El Corte Ingles, the top department store in Portugal. She is a talented make-up artist with a highly developed sense of colour and shape which is very handy when helping customers choosing the most suitable colours in lingerie and swimwear! 

After coming to London she worked at leading luxury retailers Fenwick and Selfridges. As well as working with customers, Laura is in charge of ensuring the Maison SL store is always impeccably organized. She has a keen eye for detail when it comes to organization, merchandising and stock management.

Tiga (pictured) and Bubbles are both pedigree Bengals. Bubbles, who has a Spanish passport, is rather shy and tends to take lengthy siestas in the stockroom.

Tiga is more outgoing and is an accomplished salesperson. She enjoys sunning herself in the shop window and watching the world pass by. In the process, she has introduced many new customers to the shop. Tiga also has lots of local friends in Notting Hill, who come to visit her, including both canines and humans.

The Collection

Maison SL is a multi-brand boutique and our collection is carefully curated by Susana to combine beautiful fashion, luxury and quality.

Her experience and her eye for style gives a distinctive unity and coherence to the collection as well as offering up the unexpected. Maison SL stocks many items and several brands that are hard to find elsewhere.

We are the only independent store in the UK to stock La Perla, the exquisite Italian lingerie brand. Other brands, such as Banana Moon and Brigitte Bardot, are not available at any other shops in London.

The collection includes the exotic, sensual creations of Andres Sarda; the leading French lingerie houses such as Aubade, Lise Charmel and Maison Lejaby; luxury swimwear brands such as Gottex, Maryan Mehlhorn and Nicole Olivier; and leading British designer Stella McCartney plus the upcoming Dora Larsen.

Having worked in the industry many years, Susana has a long relationship with the brands she stocks and knows how to pick and choose the best from what they offer each season.

Lingerie is a tricky business. It is sadly true that many women go for years wearing the wrong size bra. It is all the more complicated for women because your shape changes at different moments in your life, such as when you are having children.

That is where a multi-brand lingerie store, staffed by people who really know what they are doing, comes into its own. Stocking a wide range of different brands allows us to cater for all sorts of different women of all shapes and sizes. Some brands work better for certain women than others. Sizes can vary between different brands. And different styles of bra suit different bodies - some women prefer bralettes, some under-wired, some halter-neck and so on.

Contact us for a free bra fitting and styling session and check out our Fit & Style Advice for guidance on what is likely to suit you best.