This Friday we chat with Lucy Dowler and Nicky Clayton, the resourceful and talented duo behind The Wonderland Show. Within the space of 12 months, they have managed to create a trade showcase for the intimate apparel, nightwear and swimwear industries that is the fastest growing show in Europe! And this on top of their ‘day’ job, managing Philippa Bradley Agency, which represents some of the most prestigious and premium brands available in the UK market.
Life before Philippa Bradley Agency?
LD – I studied Fashion & Textile Management at Nottingham Trent University, and moved to the big smoke in the hopes of getting into buying. However an opportunity came along to work at Philippa Bradley Agencies in wholesale alongside the late Philippa herself and I have never looked back!
NC – After studying Art, specialising in textiles – my first job in fashion was at Bond Street Agencies as PA to one of the Directors looking after men’s tailoring wholesale. I quite quickly decided I’d like to be on the other-side of the table, and worked up through the ranks at Harrods, moving onto Rigby & Peller – where I spent a fantastic 13 years, and then onto House of Fraser before deciding that corporate retail really wasn’t for me – and back into wholesale it was!
What is different about working in this sector (intimate apparel, nightwear, swimwear)?
It never ceases to amaze us how SKU intensive the lingerie sector is, as we all know just one bra in a collection is on average 28 SKU’s – whereas a handbag is just one!!
We truly value the family feel of the intimates industry and having been exposed to a cross section of sectors over the years, we always feel blessed with the relationships we have formed with brands, buyers and fellow agents.
How did Wonderland come about? Ambitions for the event?
Wonderland emerged after a lot of ‘noise’ in the industry about the need for a London show! Paris has a show, New York has a show, but why was there not a London show?? What started out with the intention of being a multi brand showcase, quickly snowballed into the fastest growing trade show in Europe with all of the global iconic brands exhibiting! It is also the only show in the UK which attracts the widest cross section of buyers from Sainsburys to Harrods, the most prestigious independent buyers and those travelling further afield from Australia to the USA.
Our ambition is to become an international destination for the best in Intimate apparel; and to champion emerging talent alongside heritage brands, servicing the most reputable UK & Irish retailers.
If you were not working in this industry, what do you think you would be doing instead?
LD – I would be a forensic detective. My husband finds it very disturbing all the documentaries I watch on Netflix, but I find it fascinating!
NC – If I wasn’t immersed in the world of Intimates, I would absolutely be working at a pet rescue centre. I adore animals and would love to change the lives of pets which are desperately in need of help!
A Typical Week?
We are currently sat at Schiphol Airport returning from the International Sales meeting for Magic BodyFashion. Alongside organising Wonderland, we run wholesale agency Philippa Bradley Agencies – where we represent Eberjey, Magic BodyFashion, Passionata, Laurence Tavernier, Jessica Russell Flint, Huit8 & Dolores Cortes in the UK. In the last week, we have installed pop up shops in Harrods & Selfridges for Eberjey, which involved 5am starts in store – and co-ordinating multiple suppliers to bring together the vision! We have worked on marketing strategies for key accounts; pulling together 2025 forecasts; ensuring new season’s samples are going to be ready in January, pushing through last minute Christmas re-orders and we have been finalising menu options for Lisca who have kindly sponsored buyer lunches at Wonderland.
It’s not all work and no play! At this time of year we have a Christmas soiree with the Jessica Russell Flint team and attended the turning on of the lights at Wonderland’s latest venue, the Sheraton Grand Park Lane Hotel.
Your greatest challenge?
Wonderland is like organising two big weddings a year. However instead of pleasing the Bride, the focus is trying to keep the guests happy………and creating an impossible table plan!!
Proudest moment to date? Those special moments…
We were honoured to be invited by the organisers of Curve NYC (and Salon de la Lingerie) to curate a dedicated ‘Wonderland showcase’ within their fair, with the sole focus of championing emerging British designers. This gave the selected 10 brands exposure to the best of US buyers, with the buyers voting for their favourite brand to win a dedicated booth at the February 2025 show.
Your biggest mistake?
LD – Not having sufficient insurance to cover the theft of 90% of our sample collection! I was setting up a tradeshow many years ago at the NEC. Upon arriving at the venue, I discovered that most of my samples had not been delivered by the courier. It transpired they were stolen out the back of the truck which was picked up on CCTV outside Claridges Hotel!
NC – Totally under-estimating how popular the first ever sample sale we held at Rigby & Peller would be! We hosted it in our offices on Conduit Street, and the sale was THAT busy that the police from Saville Row police station had to come and do crowd management as the queues were out of control!
Any idea where you will be in 10 years’ time?
LD – the dream is to make the big, bigger! Growing the team, cementing Wonderland on the tradeshow calendar and gaining market share for our brands. My dream would be to open a shop, but as Nicky rightly says, we cannot do it all!
NC – The dream is to be on a beach or on a ski slope, but in reality – I’ll still be selling knickers and bras!
The one product you cannot live without?
LD – With three young children and a busy work schedule, I really value the softer side of life in my iconic “Gisele” pyjamas from Eberjey. They always deliver a moment of calm!
NC – I love to explore new cities, beaches and destinations, and an essential part of my travel wardrobe is my ‘Backless Beauty’ from Magic BodyFashion. It’s the perfect solution under any summer dress, top, or festival outfit!
Time Out?
LD- I cannot go too far down the high street without going into a shop. I find it wonderfully inspiring seeing creative window displays, uncovering brands I have never heard of and talking to shop owners who passionately service their customers day in, day out.
That aside, family life is full! The door is always open at our house and I relish the opportunity to cook impromptu meals for anyone and everyone.
NC – If I’m at home In London, you’ll find me on Portobello Road on a Saturday followed by a big dog walk in Kensington Gardens – Sundays are a Hampstead Heath or Primrose Hill kind of a day. We are lucky to have a super close knit circle of friends, and a catch up is never far away in the diary.
Otherwise to the beach or ski slopes and fast!!
Pet Hate?
LD- Incompetency!
NC- Flaky people!
Note: The Wonderland Show takes place from 26-28 January and 13-15 July 2025.
