Award-winning erotic brand Coco de Mer has closed its first wholesaling deal with Selfridges as it looks to expand the brand globally. Coco de Mer’s continuity collections will launch in Selfridges in April, to coincide with the opening of the department store’s new Body Studio which will also stock massage products and lubricants from the Pleasure Collection.
The move into wholesaling follows a successful year which saw Coco de Mer sales shoot up by 23%, the result of a bold brand refresh initiated by managing director Lucy Litwack. Online retailer Matchesfashion.com will also stock Coco de Mer AW16 when it is launched later in the year.
Litwack says: “We are very excited to be kicking things off in Selfridges in the Spring before also wholesaling AW16. The plan is to go into wholesale slowly because we want to get it right. We’ll work on pop-ups and shop fits to bring the feel of the Coco de Mer boutique elsewhere because that’s what works – that’s what our customers love, so we hope that other customers will love that too. We’ll start in the UK and then broaden into international markets.”