Coco de Mer, the renowned lingerie specialist, has announced a new global growth plan that marks a shift towards a digital-first strategy. The brand, which has traditionally focused on its London boutique, will now prioritize expanding globally and increasing its wholesale operations. As part of this strategy, the London boutique will permanently close on March 5th, with the head office moving to a new location in Primrose Hill. This new space will serve as the hub for wholesale operations, VIP appointments, and bespoke fittings, allowing the boutique staff to integrate seamlessly into the head office team.

The decision to pursue this new direction comes after three years of significant growth and increased profits for Coco de Mer. The company has experienced a remarkable 500% increase in its wholesale division, along with a 45% rise in international stockists. In addition, its online presence has seen phenomenal growth. This success can be attributed to consumer research and product rationalization, which have guided the company’s efforts to create an intimate experience for customers on a global scale.

Coco de Mer has dedicated time to refine its product assortment, curate collections, and develop its own-label products across all categories. The brand’s mission to create a haven for female pleasure has been at the heart of these efforts. Currently, Coco de Mer offers a range of product offerings, including the Icons Collection featuring supermodel Helena Christensen, the high-end Mainline lingerie collection modeled by Charli Howard, the Pleasure Collection of luxury toys, and the newly launched Muse by Coco de Mer toy and lingerie collections.

Lucy Litwack, the CEO and owner of Coco de Mer, expressed her excitement for the new strategy and emphasized the brand’s purpose and commitment to women’s rights. Litwack believes that focusing on online and wholesale growth will allow Coco de Mer to reach a wider audience. While acknowledging that the decision to move away from the standalone store model was difficult, considering the boutique’s reputation and beautiful space, Coco de Mer aims to explore immersive and engaging possibilities for today’s consumers, including partnerships and collaborations worldwide, as well as private VIP appointments.

By embracing a digital-first approach and expanding its global presence, Coco de Mer aims to solidify its position as the leading destination for pleasure. The brand’s dedication to creating an intimate and indulgent experience for customers remains at the forefront of its new chapter.

Useful links:
1. Coco de Mer official website
2. Coco de Mer’s global expansion news