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Coco de Mer moves to digital-first, global model

Lauretta Roberts
17 February 2023

Coco de Mer, the luxury lingerie brand, is shifting its focus from London to a global digital-first strategy. 

As a result of the move, the business will be closing its store in London's Seven Dials and moving its headquarters to new premises in Primrose Hill, which will offer private one-to-one VIP appointments among other services – all store staff will transfer with it.

Over the past three years the business, which positions itself as a champion of female pleasure, has achieved a 50% increase in online sales and a 500% increase in its wholesale division, driven by a 45% increase in international sales.

Owner and CEO Lucy Litwack said these results and insights from consumer strategy work had led to the decision to shift the focus of the business.

“We are a brand with purpose, and that is so important to me. We care about women’s rights and we want to reach as many people as possible with our message - to shine a light on the importance of female pleasure. We have decided that the best way of doing this is to hone our efforts into creating an intimate experience for our customers on a global scale.

"We have seen phenomenal growth and expansion of our online business and our wholesale division. Both elements enable our international growth and give us the best way of reaching all people equally, whilst also bringing our team together and ultimately strengthening our performance as the Home of Pleasure.”

She added, “Moving from our current model of one standalone store was a tough decision on a personal level, as the store has become a real destination and such a beautiful space. However, I truly believe that this is completely right for the evolution of the brand. The agility involved in the next chapter of Coco de Mer is incredibly exciting. Where the brand has focused for the last 21 years on this one store in London, we are now looking at possibilities that feel more immersive and engaging for today’s consumer, including partnerships and collaborations worldwide, alongside private one-on-one VIP appointments, really catering for our customer’s desires with the inimitable indulgent feel of Coco de Mer.”

Under the leadership of lingerie veteran Litwack, who acquired Coco de Mer in 2017, the brand has been curating its collections, developing own label products across all categories including the 'Icons Collection' (modelled by Helena Christensen) alongside the luxurious 'Mainline' lingerie collection (modelled by Charli Howard), the Pleasure Collection of luxury toys and the new Muse by Coco de Mer toy and lingerie collections.

Listen to our recent podcast with Coco de Mer owner and CEO Lucy Litwack here.

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