CEO Lucy Litwack shared insights on the Retales podcast, highlighting the unique collaboration with supermodel Helena Christensen, who not only endorsed but also photographed a new campaign for the brand. This innovative approach, symbolizing a transfer of the torch between Christensen and brand ambassador Charli Howard, is positioned as a powerful narrative of female empowerment.
Litwack emphasized that high-profile partnerships with celebrities like Christensen, Pamela Anderson, and esteemed institutions including the Victoria & Albert Museum, Playboy, and Sotheby’s auction house have been pivotal in propelling Coco de Mer’s recent success. The brand’s profitability is evident, with a 50% increase in online sales over the last three years, a fivefold growth in the wholesale division, and a substantial 45% rise in international stockists.
Half of Coco de Mer’s sales now originate from its website, with the remaining portion coming through wholesale accounts such as Selfridges. The brand’s commitment to a digital-first global strategy, marked by a recent relocation of its head office from Covent Garden to Primrose Hill, North London, has played a crucial role in facilitating wholesale operations, VIP appointments, and bespoke fittings. The strategic shift is aligned with the brand’s vision for continued growth and prominence in the luxury lingerie market.