Lucy Litwack spearheaded a major brand refresh at Coco de Mer when she took the reins of the luxury lingerie boutique in 2014.
She joined the business with her 15 years of lingerie experience, having previously worked in management positions at La Perla, Victoria’s Secret, Myla, Bendon and David Beckham Underwear.
One of the first steps she took in refreshing the brand was overhauling its ecommerce website to engage with existing and potential customers and improving the customer journey.
Coco de Mer’s collaboration with famed fashion photographer Rankin and Walter Campbell, the creative director of advertising agency TWBA/London, was also crucial in introducing a new generation of web shoppers to Coco de Mer.
In 2015, the partners produced X – an online and cinema ad, which was a huge global hit, with key sites such as Vogue, GQ and WWD picking up news of the launch.
Later in the year, Coco de Mer kicked off the next phase of its brand overhaul with the launch of a decedent range of lingerie, which was also shot by Rankin.
Coco de Mer has now stepped into wholesale and the own-brand range is stocked at Selfridges, Matches.com and Harrods.
One of the brand’s greatest successes in 2016 was the launch of its Fifty Shades Darker collection designed in collaboration with EL James. This is now sold at House of Fraser, ASOS.com, Hunkemoller and its own boutique and website.
Litwack is also focused on the continued support of young designers like Tamzin Lillywhite, Loveday London and EYB. She recently gave a talk at the London College of Fashion, advising fashion merchandising students on developing lingerie collections.
Today, Coco de Mer is a multiple-award winning business and is growing financially year on year. In 2016 – Coco de Mer 15th anniversary year – the brand reported a 20% increase in net sales and a 37% increase in web sales on 2015.
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Company: Coco de Mer
Address: 23 Monmouth St, London WC2H 9DD
Tel: 020 7836 8882
Focus: Lingerie manufacturing and retail