This Friday Underlines talks with Michael Thomson, founder of Pour Moi Lingerie. Originally a trained accountant, Michael ‘fell’ into lingerie after a stint at Marks & Spencer and realised a dream of making fashion that celebrates every shape when he started the brand in 2005. A naturally reserved man, Michael opens up to share his hopes and ambitions for Pour Moi.
Life before Pour Moi
Life before Pour Moi taught me a lot about the basics of lingerie and what consumers really want when it comes to purchasing for themselves. I worked at M&S for eight years before moving to LF Intimates in 2003, then joined Next eleven months later. It was while at Next I started to formulate the plan to start my own brand.
Why lingerie?
It’s safe to say I fell into lingerie. I’m actually a trained accountant, but when I was at university I decided that it wasn’t really me, so I applied for a merchandising job at Marks & Spencer. M&S then moved me into the lingerie department and I loved it. I continued to specialise in this area over the years at retailers but also on the supply side. This set me up perfectly to start my own brand.
What’s your brand’s DNA? When did it launch?
Pour Moi’s brand DNA is all about creating products which embody style, comfort and body confidence. We are committed to making fashion that celebrates every shape – because when you feel good, you look amazing. Pour Moi was founded in 2005. I then started Pour Moi in a tiny office above a shop in Macclesfield, packed with materials, cardboard boxes, two staff members and one belief – that people shouldn’t have to overpay for good-fitting lingerie, no matter what their size.
What is different about working in this sector?
Whilst the market is not small, the number of companies that operate in it are, especially with some of the acquisitions that have happened over the last few years. One of the biggest challenges is getting your average consumer interested in lingerie, it’s not top of their list and seen as a basic commodity by some. We all know that wearing amazing lingerie can completely change your confidence and I think it’s everyone’s mission in the sector to communicate and excite customers with this message.
A typical week
I split my week between the office and working from home. Generally the office is all about meetings either discussing trade or planning for the future. I spend a lot of time when working from home understanding where the market, technology and the economy is heading and how Pour Moi can fit into this. I think it’s also important to balance this with exercise so it’s typical for me to be on a tennis court 12 hours a week.
Whom do you admire in the underwear/intimate apparel industry?
I admire and am inspired by a lot of people in the industry. Those that have led the way like Sarah Tremellen, Jacqueline Gold and Soozie Jenkinson at M&S to then new founders like Melanie and Daniel Marsden (Lounge) who have mixed things up.
If you were not working in this industry, what would you be doing instead?
So my heart would want to be a professional tennis player and my head would say investment banker.
Your greatest challenge?
Adapting and ensuring the business evolves to everything that goes on in the world. You would have thought Covid was the biggest challenge but Trump, Brexit and weight loss jabs are definitely up there presenting their own problems !
Proudest moment to date?
Adopting my two children is without doubt the proudest I could ever be. Having a business that has been profitable for over 20 years is also up there too, it’s not easy.
Worst move so far?
I am a big believer in not regretting anything. You are never going to make the right decision or operate perfectly all the time. Lessons are learnt continually and moving forward is essential. Dwelling on the past doesn’t help anyone.
Any other ambitions for Pour Moi going ahead?
We have so much still to achieve. Having a bigger physical presence is essential whether it be our own stores or through trusted partners. We have had tremendous success recently with stores like Fenwicks and John Lewis. We are also looking to grow our international sales through partners and our own website. Lastly we are expanding our ‘off duty’ collection, an athleisure range that merges the world of exercise, social and downtime with layers and comfort at the heart of it.
” We have so much still to achieve…”
Where do you think you will be in 10 years’ time?
I’d like to think heading up a brand that has truly international appeal and awareness balanced with a happy and healthy family, although I am not ready for my kids to be in their 20’s!
Time out
I love big family holidays, they are some of my happiest memories. Day to day it’s tennis, dog walks and board games.
The one thing you couldn’t live without?
My husband’s cooking
Pet Hate
Phones out at the dinner table.
