When it comes to women’s fashions in the Middle East, you might think Frederick’s of Hollywood wouldn’t be a good fit. After all, that region is known for chadors and headscarves.

Maybe so. Still, the lingerie company was scheduled to open a 3,500-square-foot store in Abu Dhabi last week, its first-ever international outpost and one of at least 10 locations it expects to open in the Middle East in the next three years.

But to get local shoppers comfortable enough to slip into its bedtime wear, Frederick’s is toning down its risqué look, and stocking store shelves with more modest items such as long satin gowns, chemises that still leave something to the imagination and three-piece pajama sets. And they’re all in bright colors because – who knew? – black is out of fashion in the region.

It’s not just the clothes that’ll look different.

Mannequins dressed in lingerie and other apparel will grace store window displays instead of photos or other advertising imagery, and a barrier will block views into the rest of the store. Advertising and posters in the store will feature more bras and fewer panties.

“The culture is, without question, more conservative than what we are used to here,” acknowledged Tom Lynch, chief executive at Frederick’s of Hollywood Group Inc. “The folks there are more discreet. But they are equally as interested in being consumers of this stuff.”

Frederick’s, which has dual headquarters in New York and Hollywood, isn’t the first lingerie line to sell in the region. Brands such as Agent Provocateur and La Perla have stores in malls, and Victoria’s Secret opened two locations in the region last year.

Frederick’s announced in March that it had signed a licensing deal with Abu Dhabi conglomerate Safeer Establishment to open stores in six Middle Eastern countries. Safeer is investing in the build-out of the shops and providing knowledge on local trends. Frederick’s is providing its style and brand experience, and training of store employees.

Frederick’s Middle East ambitions are part of the company’s plan to take its sexy lingerie to Europe, Asia and Latin America in the coming years, an international expansion plan that Lynch said could eventually eclipse its domestic business.

“I could foresee our intentional revenue being equal to, or exceeding, our domestic revenue in five to seven years,” Lynch said. “That’s how important this is to our future.”