Lingerie brand Pour Moi reports annual sales of £31 million

UK-based lingerie and swimwear company Pour Moi has seen a 200% spike in lingerie sales during the pandemic.

Founder Michael Thompson started the business around 17 years ago after he discovered a passion for lingerie whilst working in the department at M&S.

The founder told the PA news agency he saw customer numbers soar to help sales reach £31 million in the 12 months to the end of September, up 46%, following a 61% jump in the same period in 2019.

The company has high repeat uptake figures, boasting 72% retention rates, measured by a repeat or return purchase in the year following first purchase.

Underlying pre-tax profits have more than trebled since before the pandemic, including a 75% jump in the past year to £2.7 million.

Pour Moi also experienced a 154% increase in e-commerce website sales compared with 2019 figures. During the final three months of 2021 growth increased by 297% from 2019.

Michael Thompson commented: “Like a lot of people, for the first couple of months of the pandemic we were terrified. The biggest terrifying thing for us was that 80% of our business was swimwear, it was like having cassette player and having loads of cassettes in your warehouse, then finding out everyone has gone to streaming.”

“If you’re stuck at home, your entertainment has limited resources, it was either streaming something, playing Scrabble or buying lingerie. Straight into COVID we definitely saw our sexy lingerie sales spike, and then it went into more everyday lingerie because the stores were closed.

“It is mad, everything, every customer need changed overnight and then has changed back again, and then will change again, we are constantly trying to keep up with it and it’s so exciting.”

Thompson confirmed he has plans to open more physical stores around the UK, in addition to the one currently based in Chester.

Pour Moi also works with wholesale partners including Next, Very, ASOS and Zalando, but direct-to-consumer sales now account for 58% of the business.