London, December 16 (ANI): British-based retailer Debenhams will be opening its first department store in Iran offering lingerie and designer clothes to the country's burka-clad women.
The Muslim nation has often been dubbed as authoritarian by the Western world since many of the country's religious leaders insist women to cover themselves from head-to-toe.
However, it was revealed that men would be prohibited from entering the lingerie department of the three-storey shop on the capital's main commercial road, "the Regent Street of Tehran," reports the Sun.
Debenhams' international director Francis McAuley said that the risk takers expected Iran to emerge as a strong market despite its strict rules concerning women.
He added: "It's a really self-sufficient country - they have everything except fashion so there's a real pent-up demand.
"I'm expecting the Iranian market to be similar to the rest of the Middle East. And it's there that we sell our most daring lingerie - the extremely sexy stuff sells really well in Saudi Arabia.
"You can get a pair of white knickers anywhere, so we offer something a bit different." (ANI)