EXCLUSIVE: Bordelle records 40% rise in revenue

Luxury bodywear brand Bordelle has witnessed a 40% sales surge in the last 12 months, Lingerie Insight has learned.

This is the largest growth Bordelle has recorded in almost four years.

Bordelle said online revenue soared 72% after relaunching its ecommerce site this time last year.

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The brand recruited Alchemy Digital to create the new website, which offers the complete Bordelle collection and a made-to-measure service.

And it’s currently working another revamp, with a new and improved website set to launch next month alongside its SS17 collection.

Another driver of growth has been the expansion of Bordelle’s product offering.

“We have more than doubled our collections in terms of the number of styles and also in terms of the sizes that we offer,” said founder and director Alexandra Popa.

“All of our pieces are adjustable, so some of our bras can be adjusted by up to 15-20cm, but what we have found is that there was still a demand for additional sizing because obviously the cup is fixed,” she explained.

“What is interesting with the Bordelle designs, which is very difficult to explain to clients, is because of the unique nature of the designs, they can’t always be adapted to either very small or very large sizes. So what we have done is add two additional sizes – SS and LL. It’s been a very big project and it’s taken almost two years to complete.”

Bordelle has also introduced new product categories, including a bridal range for the unconventional bride and a swimwear capsule range, and added softer, feminine fabrics to the collection, whilst remaining true to its unmistakable signature style.

The Cabaret triangle bra, for example, features soft mesh cups and directional strapping, and the Sensu bodice bra combines elastic panels with Swiss embroidered tulle.

Popa said the wholesale side of her business has grown 20% to 25% over the last year, with the strongest growth coming from Germany, the Middle East and the US.

“We’ve signed up to the KaDeWe Group, which operates the top department stores in Germany, including Alsterhaus and KaDeWe,” she said.

“We’re being contacted all the time about new projects in the Middle East because I think luxury lingerie is an area that is under developed. They have La Perla and a franchise of Agent Provocateur, but there’s not much else there to compete there,” she added.

Read the November issue of Lingerie Insight to read an exclusive interview with Alexandra Popa.

 

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