Coco de Mer makes Knightsbridge pop-up boutique permanent
Luxury lingerie brand Coco de Mer has made the pop-up boutique it opened at 24A Motcomb Street in London’s Knightsbridge at the end of January 2024 permanent, "due to strong sales in six months".
Originally pencilled to run until early March, Coco de Mer’s owner and CEO Lucy Litwack has now agreed a long-term lease in what is described as "a big vote of confidence for the high street".
Litwack, who is celebrating 10 years at Coco de Mer after leading a management buy-out, believes Coco de Mer’s unique personal shopping expertise for the finest lace lingerie and sensual products lends itself to a retail outlet.
She said: "We are delighted that the Coco de Mer pop-up boutique is becoming permanent after six months. It is heartening that our customers have supported the new boutique in sufficient numbers to show that luxury retail has a bright and profitable future in store.
"It is great that shoppers want to see independents flourishing and high streets with real diversity and not just the usual big chains.
"Knightsbridge is the UK's centre for luxury retail and Motcomb Street, a gorgeous enclave with a fantastic selection of independent shops, is a great fit for Coco de Mer.
"Our regulars love having us back on the high street and we are also perfectly placed to meet the needs of international shoppers looking to treat themselves to the finest lingerie and gifts with our unique personal shopping experience.
"We remain a global brand with a digital first strategy, but bricks and mortar retailing is in my blood and it is a wonderful way to showcase our beautiful products in such an iconic location.”
Coco de Mer switched to a global digital-first strategy last year and moved to a new Primrose Hill headquarters and private shopping space.
Sales shot up by 50%, with a fivefold increase in the size of its wholesale division and a 45% surge in international stockists.
Celebrity collaborations with stars such as Helena Christensen and Pamela Anderson "powered the brand forward globally".
