Legacy lingerie brand Dorina has revamped its direct-to-consumer (D2C) website this week, with an ongoing key focus on assortment strategy. Dorina, historically a wholesale brand, will be releasing dedicated capsule collections on the new site, which has the ambition to grow to 30% by 2027.
This digital relaunch signals a dynamic new chapter for Dorina, which is now focused on engaging their attention more directly with customers following major investment into the brand. The new website also coincides with the debut of Dorina’s bridal range—a nine-piece collection available exclusively on dorina.com and selected partners. Additional exclusive collections are planned for release throughout the year.
Since autumn 2024, Dorina has been strategically expanding its footprint across Europe, including a full redesign of its e-commerce platform and the relocation of its headquarters from Hong Kong to London. This move from Asia to London positions the brand closer to its core markets, enabling enhanced customer service and a more responsive, market-driven approach.
These exciting developments are driven by a strong new leadership team, driven by Alexis Le Moine as CEO, who put together a team with strong retail expertise coming from LVMH, Amazon and industry pure players such as Bluebella and Agent Provocateur.
Alexis Le Moine, CEO of Dorina, commented: “Re-launching our new direct-to-consumer website marks a major step in the growth strategy for Dorina. It is an exciting move for the brand which allows us to connect more directly with the Dorina community, learn faster on purchasing habits and evolve with our customers every step of the way.”
