Dash Direct Wholesale managing director David Hildrew speaks to Lingerie Insight about the company’s plans to sell its mail order, retail arm Wickedelic Lingerie.
“It’s a very viable business,” Hildrew says of Wickedelic Lingerie. “It’s been developed over three or four years. It has about 50,000 customers on the database, so it is a very valuable little item.”
It’s the database that Hildrew will concentrate on marketing as he seeks a buyer for the business. The decision to sell was made after he decided to concentrate more fully on the wholesale side of the company.
“We have reached a point where our own wholesale customers don’t want to be competing with us directly,” Hildrew says. “We want to pursue the trade venture and push full speed ahead.”
Dash Direct Wholesale currently distributes LivCo Corsetti, Anais, Chilirose and Veneziana, but it will be looking to take on additional brands, this year, as it seeks to re-focus and leave behind the ‘distraction’ of retail. The sale will also release two members of staff to join the wholesale division.
Hildrew adds: "LivCo and Chilirose, in particular, do very very well and we are very pleased with them.
“If the right buyer comes along, we are not looking for silly money for it. But, if you are looking to build a 50,000 database, it is not cheap.”