Kiss Me Deadly (KMD) has put its online boutique Hepburn and Leigh up for sale in order to concentrate on its core business.
The independent lingerie brand has also withdrawn from exhibiting at industry trade shows and taken a step back from wholesale to sharpen its focus on KMD retail.
Founder Catherine Clavering told Lingerie Insight: “I have to look carefully at opportunity costs and focus my energies on what works for us, and the bit of the business with the best growth and opportunities right now is the Kiss Me Deadly retail,” Clavering told Lingerie Insight.
Hepburn and Leigh was launched in 2009 to offer independent lingerie brands, including Kiss Me Deadly, that can’t be found on the high street.
Clavering said the business has been “tremendously useful”, turning over £40,000 per annum with minimal costs, but explained that it has been neglected in recent years.
“I’d love to see it with someone who could really run with it and make the most of it,” she said.
KMD will now start to shift away from retailers to commit to next season’s styles.