Coco de Mer launches private shopping experience in London’s Primrose Hill

London-based lingerie brand, Coco de Mer, has unveiled its appointment-only luxury shopping experience in the heart of Primrose Hill.

This news comes after the company moved its headquarters from Covent Garden to Primrose Hill in an effort to house all divisions - online, wholesale, design, marketing and a private shopping experience – under one roof.

According to the brand, the new private shopping experience is as "indulgent as one would expect from Coco de Mer".

The company, which was founded in 2001, curates a unique collection of luxury lingerie and sexual wellness products specifically designed for women. Shopping for these items is an intrinsically intimate experience, which is where the new retail space comes in. With this, there is an added layer of privacy, which empowers clients to explore not only the ranges more freely, but ‘all kinds of curiosities and desires’.

With a drink of choice on arrival, the ‘Home of Pleasure’ is luxury from the get-go. Customers will be guided through the chocolate-hued corridor to enter a dimly-lit, opulent space. Chandeliers and red velvet seating are a fitting backdrop to the complete collection of lingerie, toys, sexual wellness and boudoir accessories.

What's more, a brand expert will be on hand for the entire length of the appointment, offering personal fittings and tailored recommendations. Appointments are available for individuals, couples and small groups.

Lucy Litwack, CEO & Owner of Coco de Mer, commented: "I could not be more excited to see this next chapter come to life. We closed our boutique to offer a more personal and exclusive experience and so have created a pocket of pleasure in Primrose Hill - a place I adore.

"Every detail has been considered and designed as meticulously as one would expect of us. I wanted to provide a fittingly tactile experience and a sensory wonderland. I love what we have created and can’t wait for people to experience our new Home of Pleasure."

This follows the news that Coco de Mer announced its move to a digital-first global strategy. Despite shifting to a global model, along with closing its Seven Dials store, the brand pays homage to its home town with the new personal shopping experience.

Listen to TheIndustry.fashion's interview with Lucy Litwack, CEO & Owner of Coco de Mer, here.