Wirefree bra specialist Royce Lingerie has reported a 75% increase year on year in direct sales for 2020, keeping turnover strong for the UK family firm during a challenging period of retail closures. The launch of contemporary new styles, and increased promotion of the ‘wirefree equals comfort’ message in response to the lockdown trend for loungewear, has helped the business remain buoyant throughout the Covid pandemic.
Although exports to the EU suffered post-Brexit difficulties at the start of 2021 – and had to be temporarily paused while issues surrounding new duty fees and courier services were resolved – Q1 sales still delivered a healthy profit. An out-of-sync pattern of on/off lockdowns across the world meant that demand from export markets remained even with ‘open’ countries continuing to buy while others were closed.
Francesca Fleming, Commercial Director for Royce Lingerie, said: “As a small business we can be nimble and have adapted quickly – in fact, previous warehouse and IT updates, and the early implementation of home working protocols, meant that we could hit the ground running when the first lockdown hit. These measures have also contributed to a substantial reduction in overheads, creating a modernised and streamlined business that has been able to respond efficiently to the increase in direct sales.
Black is the new colour in the Impact Free Flex Fit sports bra
“We want to keep growing our direct sales share but, as we ease out of lockdown and bricks-and-mortar retailers can reopen, we are committed to supporting our trade customers with training, marketing support and fantastic new stock. In the past year we launched eight new styles, more than ever before, with initial sales figures for designs such as Eden, Posie and Aerocool looking very promising. The lockdown trend for loungewear has raised the profile of wirefree lingerie and I don’t believe that demand is going to decrease anytime soon – we have a perfectly placed product for 2021 and beyond.”
Royce’s new lines include Eden (first organic cotton bra), Joely (a modern take on cut and sew), Blossom (a Comfort redesign of the Maternity favourite), Posie (a basic twin-pack), Skyla (for smaller back and larger cups), Zahra (a contemporary set for Post-Surgery), and Geo Blossom (a lighter version of the Maternity best-seller).
In February 2021, Royce launched Aerocool, the UK’s first high-impact wirefree sports bra for G-K cups – the bra has been receiving great reviews and promising sales in its first two months. This month also welcomes the addition of the Impact Free Flex Fit in black to Royce’s sports bra range. Several other launches are planned for 2021 with details to be released in the coming weeks.
In July 2021, Royce Lingerie celebrates 30 years in business. From its origins in an Oxfordshire home in 1991, Royce is now the world’s only dedicated wirefree bra specialist, with bras sold in 27 countries around the world.
