Coco de Mer has agreed its first wholesaling deal as it looks to expand the brand globally.
The award-winning erotic brand is launching its continuity collections in Selfridge’s Oxford Street flagship in April to coincide with the opening of the department store’s new Body Studio.
Selfridges and online retailer Matchesfashion.com will also be selling Coco de Mer’s AW16 collection when it is launched later in the year.
The aim is to capitalise on a bumper year for Coco de Mer, which saw sales rise by 23% and a record number of awards for X, its bold cinema and online ad developed with photographer Rankin and TBWALondon.
Lingerie Insight reported in September that the London based retailer would be expanding into wholesale for SS16.
Lucy Litwack, Coco de Mer managing director, said: "We’re all so passionate about the brand and we just want everybody to know about it.
"We are very excited to be kicking things off in Selfridges in the Spring before also wholesaling AW16.
"The plan is to go into wholesale slowly because we want to get it right. We’ll work on pop-ups and shop fits to bring the feel of the Coco de Mer boutique elsewhere because that’s what works – that’s what our customers love, so we hope that other customers will love that too.
"We’ll start in the UK and then broaden into international markets."
Selfridges will also be stocking massage products and lubricants from Coco de Mer’s Pleasure Collection.
The brand has been named Independent Retailer of the Year for the last two years at the UK Lingerie Awards.