Boudoir Online, formerly Boudoir Lingerie of Darlington, is live after completing its transition from a physical store to an ecommerce website.
Lingerie Insight reported last month that the entire business was being moved online under new ownership after closing its independent store on Grange Road.
Digital marketing experts Mark Blacklee and Jonathan Cook have acquired the business and will be trading through the new limited company.
Former owner Jacqui Corney will still be heavily involved in the business and will work alongside the partners as a consultant and product expert.
Commenting on the launch, Corney said: “We want to say a massive thank you for being a loyal customer over the years to boudoir lingerie and for waiting patiently for this site launch.
“Hopefully those of you who have expressed a desire for a certain product wont be disappointed!”
The team has bold ambitions to compete with the biggest digital retailers in the market.
“We believe with the great reputation that Jacqui has built up over the years for offering luxury products with a customer service experience to match coupled with our expertise in the digital marketing arena we can and should be aiming to rival the big players in the market,” Blacklee told Lingerie Insight.
“We should be looking to gain market share from the bigger outfits such as Figleaves, Boux Avenue and Debenhams, to name a few.”
Jacqui decided to close her Darlington store and move the business online after experiencing a decline in footfall, a shift in consumer behaviour and increasing overheads.
“When we approached her about acquiring Boudoir she was really excited about the prospect of Boudoir going on to be as successful online as it was offline,” said Blacklee.
“Jacqui knew that she needed help with this so I guess the acquisition was good timing all round.
“Within the new structure of Boudoir Online Ltd, this new role gave Jacqui the freedom to pursue the avenues within the business that she is passionate about – customer service and sourcing quality products for example.”