Indie lingerie businesses compete for Drapers Digital Award

Playful Promises is known for its quirky and directional lingerie designs.

Two independent lingerie businesses are in the running for a Drapers Digital Award.

Lingerie brand Playful Promises and Cornwall-based boutique Mish have been shortlisted in the Best Multichannel Retailer (under £25m turnover) category.

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The businesses will now be judged by a panel of judges ahead of the winners’ announcement on April 26 at the Drapers Digital Festival.

Other brands in their category are fashion retailers Chi Chi London, Seraphine, Lakeland Leather, Sargossa and Weird Fish.

Finalists will be judged on their user experience, multichannel integration and successful marketing and social media plans.

The news follows Playful Promises’ success at Monday’s UK Lingerie Awards, where it was crowned Small Business of the Year.

As previously reported, online retailer Belle Lingerie is also up for a Drapers Digital Award, in the Best Website Design category.



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