Coco de Mer has made its Knightsbridge boutique permanent due to strong sales in six months as a pop-up.
In a big vote of confidence for the high street, owner and CEO Lucy Litwack has agreed a long-term lease on the luxury lingerie brand’s shop on Motcomb Street.
Litwack said Coco de Mer’s unique personal shopping expertise for the finest lace lingerie and sensual products lent itself to a retail outlet.
Shoppers have flocked back to luxury stores in the post Covid era and they value the bespoke service offered by an independent brand such as Coco de Mer.
Lucy Litwack, CEO and owner of Coco de Mer, said: “We are delighted that the Coco de Mer pop-up boutique is becoming permanent after six months.
“It is heartening that our customers have supported the new boutique in sufficient numbers to show that luxury retail has a bright and profitable future in store.
“It is great that shoppers want to see independents flourishing and high streets with real diversity and not just the usual big chains.
“Knightsbridge is the UK’s centre for luxury retail and Motcomb Street, a gorgeous enclave with a fantastic selection of independent shops, is a great fit for Coco de Mer.
“Our regulars love having us back on the high street and we are also perfectly placed to meet the needs of international shoppers looking to treat themselves to the finest lingerie and gifts with our unique personal shopping experience.
“We remain a global brand with a digital first strategy but bricks and mortar retailing is in my blood and it is a wonderful way to showcase our beautiful products and Salons in such an iconic location.”
Litwack is celebrating ten years at Coco de Mer after leading a management buy-out.
Coco de Mer switched to the global digital first strategy last year and moved to a new Primrose Hill headquarters and private shopping space.
Sales shot up by 50%, with a fivefold increase in the size of its wholesale division and a 45% surge in international stockists.
Celebrity collaborations with stars such as Helena Christensen and Pamela Anderson powered the brand forward globally.
It moved back into retail with the Motcomb Street pop-up in January and Litwack has now agreed terms with the landlord to make it permanent.
Coco de Mer is Butterfly Mark certified for sustainability – awarded to luxury brands meeting higher standards for people and nature.
The label, based in Primrose Hill where there is a further private shopping space, unabashedly cultivates inclusivity and eroticism and has been doing so since its beginnings in 2001.
It is available online at www.coco-de-mer.com.
