Louise Ferdinand drops lingerie in favour of menswear and swimwear

British label Louise Ferdinand has dropped its lingerie collection in order to focus on its core business categories: menswear and swimwear.

Founder and designer Sandra Palmer, who launched the brand in 2011, made the decision after a tough year of trading.

“I was finding it hard to get noticed and make regular sales,” she said. “I had 78 bra sizes per design with small hope of selling in shops.”

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After seeking advice from her former teacher at De Montfort University, David Morris, Palmer will concentrate on a few well-thought-out and quality designs in the hope of building a lifestyle brand.

1st Man, launched in 2014, offers briefs and boxers with a sporty feel, while Swim Style UK, a swimwear collection for women, was introduced to trade for SS17.

Both collections will continue to trade from the Louise Ferdinand website.

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