Miraclesuit
Leading online lingerie retailer Belle Lingerie stands ready to showcase its choice of new affordable and luxury lingerie and swimwear brands. Boasting an impressive and ever-growing selection of over 68 lingerie and swimwear brands, its latest offering includes Simone Perele, Carriwell Maternity, Cosabella, Implicite by Simone Perele, Miraclesuit, Marjolaine, Parfait, Louisa Bracq, Royal Lounge Intimates and Tallulah Love. In addition to the above, there are over 20 other new brands expected to arrive at Belle Lingerie during 2022.
Despite its beginning as a stockist of affordable lingerie brands, the pandemic forced Belle Lingerie to re-evaluate its product offering. A major drop in swimwear sales due to cancelled holidays meant that Belle Lingerie had to adapt to survive. Belle Lingerie’s key strategy was to expand its choice of brands, and in particular its choice of luxury brands, to lessen the pandemic’s impact.
Revealing the decision behind its venture into high-end lingerie brands, Head of Marketing & E-Commerce for Belle Lingerie, Adam Dutton, states: “We listened carefully to the feedback we were receiving from our customers. It was evident from our glowing reviews on Trustpilot that we needed to advance further, stocking more top-tier lingerie brands to match our first-class service, and that’s why we launched the Luxury Boutique section on our website. Equally, we stand by our core mission of offering something for everyone, regardless of budget, shape or size. An analysis of our returns statistics quickly indicated to us that our current product offering might not offer optimum support for those with a fuller figure. It was therefore imperative for us to rectify this gap.”
Getting on board with the sustainability trend and keen to ensure that it was not neglecting its more petite customers, Belle Lingerie expanded its choice of lingerie lines from smaller-fitting, luxury brands, such as Andres Sarda and Lise Charmel. Speaking on sustainability, Adam adds: “Across the board, we’re seeing the sustainability trend really gain momentum, and it was therefore vital for us to consider consumer demands for items that are not of a throwaway fashion nature. Brands like Andres Sarda and Lise Charmel provide a sustainable offering for these customers, allowing them to indulge in luxury whilst participating in the global attainment of a thriving planet.”
A large proportion of the population working from home, during the Coronavirus pandemic, led to increased demand for comfortable loungewear. Keen to ensure an industry-leading selection of this, Belle Lingerie more than doubled its offering of Calvin Klein and Tommy Hilfiger products, now with a choice of over 550 and 200 pieces respectively. It also took the chance to welcome new loungewear brands to its website, including Cosabella and Royal Lounge Intimates.
Belle Lingerie commends the hard work of its team throughout the pandemic and believes it has only survived thanks to its dedicated team and its inherent nature to adapt. Adam comments: “It could have been very easy to crumble under the pressure, but Belle Lingerie continued to do what it does best – listen to its customers and offer the best possible product selection and service. It is due to its perseverance that Belle Lingerie has survived the enormous tests of the pandemic.”
