FIGLEAVES
“The highlight of 2017 has been the launch of the Shape For Every Shape
lingerie campaign. This signalled a new direction for the brand and encour-
aged women to embrace their bodies, whatever their shape or size. The
campaign photography featured three women of different sizes modelling a
mixture of fashion and continuity. The overall response has been very
positive from both press and customers alike.
Alongside this, Figleaves has had an amazing reaction to its own-brand
swimwear range. Customers have responded well to the fashion styles
offered up to a G cup and styling details, such as tummy control and shaping
to enhance every shape. We have seen a fantastic response not only on our
own site but also through Next labels.” – Head of buying, Jenni Burt
UK TIGHTS
“It’s easy to pinpoint our biggest achieve-
ment this year; we have doubled our space
here at Web Shop Direct Limited T/A UK
Tights, UK Swimwear and UK Lingerie.
We used to have a 4,000ft2 space and now
we have 8,000ft2 of offices and warehous-
ing. We’ve also taken on another member
of our customer service team and we are
now 14-people strong.
I don’t want to ruin things by speaking
out too soon, but I feel like we’re now
going from strength to strength. This year
I think we will turn over nearly £2 mil-
lion. That’s a lot better than last year.”
– Managing director Dawn Barber
DEBENHAMS
“Our greatest company achievement was
the opening of our new Stevenage store,
which saw a new store layout applied. Not
only does the store fit look amazing, light
and airy, but it really enables our product
to shine. We have been nominated for
awards, including Retail Week’s Best New
Store, so it’s great to get feedback from
the industry, but more importantly, feed-
back from the customer has been amaz-
ing, placing the store within our top 20
stores in terms of performance, when it
was expected to fall within the top 70.
The store has 20% less stock density and
its revised operating model allows us to
deliver the store at 10 to 15% of the cost of
other stores.
In terms of our greatest business
achievement, Sergio Bucher, our new
CEO, is very supportive of the lingerie
division and challenged us to think about
how the lingerie department should look
and feel. We spent nine months working
on the development of our new lingerie
experience, with trials in two stores. They
have been re-fitted with best-in-class
fitting room suites, new fixtures and
fittings and a revised product offering. In
addition to this, we have trained 180
colleagues on our new bra fit process and
service proposition. It is a great
achievement to see lingerie as part of the
key areas for development within the
company strategy.”
– Head of lingerie buying and design,
Sharon Webb
44 | Issue 1 | January-March 2020 | Beauty Aesthetics International
www.lingerieinsight.co.uk January 2018 LINGERIEINSIGHT
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