Else Lingerie launches online boutique

The Turkish brand, launched in Istanbul by Ela Onur, has widened its market with a new ecommerce site that ships worldwide.

Ela Onur’s brand, which is entirely manufactured in her own Istanbul factory, has been growing in popularity in the UK, where it is already available at a number of independents, as well as Fenwick, Anthropologie and The Lingerie Collective.

Among the most popular products are the underwired chemises which go up to a G-cup, and are selling well in Fenwick, says Onur. "We have expanded this product in different styles for AW13," she says. 

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Her plans for the brand’s global expansion include booming markets such as Russia and the UAE over the next years. "I believe the online site will allow us to reach more customers that we currently don’t have retail points, so we are very excited," she told LI.



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