Lusury lingerie brand Coco de Mer has just announced the next phase of its growth which will see a move to a global strategy of intimate consumer touchpoints. Over the last 3 years, Coco de Mer has seen substantial topline growth and increased profits, with a 50% increase in online sales and a whopping 500% increase in its wholesale division (helped primarily by a 45% increase in international stockists). The company is moving into an increasingly customer-focused model on a global scale, bringing collection to the consumer’s door with personal service and luxury experiences at its heart – the brand’s London boutique will close on 5th March this year, after first opening over 21 years ago in 2001.
Coco de Mer Valentine’s Edit with Charli Howard
Lucy Litwack, DEO & Owner, commented:
“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 House of Pleasure.
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.”
The iconic Coco de Mer store closing on 5th March (image Sam Aberman)
The head office will also move from Seven Dials in Lonodn to a new space in Primrose Hill where wholesale operations, VIP appointments and bespoke fittings will be hosted with all staff being transferred to this location.
