Celebrity collabs boost Coco de Mer’s sales by 50%

It is no secret that celebrity endorsements can skyrocket product sales and Helena Christensen and Coco de Mer’s partnership is the perfect example of exactly that. The supermodel, who left her Victoria's Secret Angel days something of the past, has boosted the luxury lingerie brand’s sales by 50% since they began collaborating three years ago.

High-profile collaborations with celebrities and institutions have propelled the luxury lingerie brand’s business and growth in recent years. The list of collaborators includes Helena Christensen, Pamela Anderson, the Victoria & Albert Museum, Playboy and even Sotheby’s auction house.

Coco de Mer, which positions itself as a champion of female pleasure, has worked with Christensen for three years. They collaborated on their first campaign with her in lockdown, called The Ultimate Female Gaze. Helena is a renowned photographer as well as a supermodel. This time, she went behind the camera, shooting the brand’s latest campaign with Charli Howard, their current ambassador.

Lucy Litwack, Founder and CEO of Coco de Mer, commented: “I loved the concept of passing the torch between Helena and Charli - it’s a real journey of female empowerment.”

Since Christensen’s involvement, Coco de Mer’s sales over the last three years online sales have risen by 50%. There has also been a 500% increase in its wholesale division, driven by a 45% increase in international sales.

Coco de Mer's lingerie sets go for upwards of £250, selling half DTC through the company's website and half through wholesalers such as Selfridges.

Earlier this year, Coco de Mer’s switched to a digital-first global strategy, moving its headquarters from Covent Garden to Primrose Hill to house all divisions - online, wholesale, design, marketing and a private shopping experience – under one roof.