Richard and Francesca Fleming, son and daughter of founders Bob and Jane, have taken on the roles of Operations Director and Commercial Director at Royce Lingerie. The Oxfordshire-based brand will continue to focus its efforts on developing and innovating the product range, investing more in digital marketing and ensuring that all aspects of the business are as sustainable as possible.
Richard commented: “We’ve spent the last two years working hard to upgrade our systems and processes. Our warehouse has had a complete revamp and is now digitised, enabling us to get orders out for next day delivery. Last year also saw the launch of a brand-new website, which looks great and caters for both trade and direct orders.”
The non-wired lingerie is already sold across the UK and twelve export markets. With refined processes, new appointments in both marketing and design and a refreshed strategy and directorship, Royce is optimistic for the new year and is ready to hit the ground running. Francesca said: “The trend for non-wired bras is here to stay and we’re very excited for 2019. Our design team puts so much work in to each and every bra and we’ve never been more confident about the quality, fit and comfort of our range.”
The balancing act of pushing the business forward, whilst holding onto the ethos the company has been based on for the past 28 years is no mean feat, as Richard explains: “Our ambition is to be a renowned world leader in non-wired lingerie and in order to achieve this, we’ve had to implement some changes. At the same time, we’re eager to retain the values upon which the brand has been built: to carry forward a brand which is expert, fair, trustworthy, helpful and caring.”
