Leurre founder takes over Enamore Lingerie

Leurre Lingerie founder Gauruv Malhan has bought out eco-lingerie brand Enamore Lingerie.

Malhan was working with Enamore founder Jenny Ambrose, and Leurre creative director Rachel Braund, 10 months before the takeover, trialling a series of fresh concepts and designs for the brand.

He finally bought majority rights to the company from founder Ambrose in February, 2011, on the former owner’s return to her native country, Canada.

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Malhan and Braund have since rebranded the company enamore underwear and are planning to completely ‘make-over’ the label.

Malhan said: “Our aim is simple. Without compromising on Jenny’s core principles (eco, ethical and sustainable), and my and Rachel’s core principles (style, comfort, sexiness, cost), we wanted to show that being eco isn’t just about ‘being intimate with’ trees.

“We wanted to make it practical and accessible to the urban lifestyle. The fabric that we use is the equivalent of a silky cotton, the designs are simple, yet stylish.”

Enamore underwear’s new look books will be released to the trade shortly and the re-branded enterprise – with campaign imagery by The Round Peg Photography – will open for business within the next two to three weeks.

For more information, email the team at info@enamore.co.uk.

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