Naughty Knickers Marks 15 Years in Business with a New Identity and a Clearer Point of View
June 2026 — Independent British lingerie retailer Naughty Knickers has unveiled a new brand identity, marking fifteen years in business with a repositioning that reflects how the business has always worked: through considered selection, founder expertise, a genuine point of view on what is worth owning — and why.
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Founded in 2011 by Sarah Northey and now run alongside her sister Emma, Naughty Knickers has grown into one of the UK’s most established independent lingerie destinations, recognised as E-tailer of the Year at the Underlines Stars Best Shop Awards 2023. The business curates collections from anchor brands including Cadolle — the Parisian atelier established in 1889 and one of the oldest lingerie houses in the world — alongside Maison Close, Lise Charmel, Atelier Amour, Aubade, Bracli, Coco de Mer, Dora Larsen and Marjolaine. Its selection is shaped by fifteen years of specialist buying experience, close relationships with international lingerie houses, and a belief that customers value curation over endless choice.
The new identity introduces a refined visual language — a monogram, a moss and forest-inspired colour palette, and a more editorial approach to how product is presented and contextualised — built to reflect the character of the buying.
Fifteen years of curating desire teaches you something. says founder Sarah Northey. It teaches you that customers don’t want more choice. They want someone who has already done the work — who has visited the ateliers, understood the construction, worn the pieces, and knows which ones are genuinely worth owning. That’s what we do. The new identity is honest about that.”
Sarah Northey, Founder
The repositioning arrives as independent retail faces sustained pressure from marketplaces and algorithmic discovery, where volume and visibility routinely displace expertise. Naughty Knickers is moving in the opposite direction: tightening its edit, deepening its brand relationships, and placing founder-led storytelling, buying insight and lingerie education at the centre of the customer experience.
Sarah adds:
The retailers who will matter in ten years are the ones with a genuine perspective. Not a wider range. A clearer one.”
