POWER LIST 2017: Brand Champions – Peter Cronin, sales and marketing director, LF Intimates

Peter Cronin returned to Lepel, the lingerie brand he managed from 1994 to 2006, in 2013 after completing an eight-year stint as UK sales director at Panache.

LF Intimates had bought Lepel, together with Charnos, in 2009 – when their parent company, Intimas, went into administration – and rescued them both from the brink of closure.

Over four years, the group focused on rectifying fit issues and securing orders, but it needed someone who could direct the brands back to where they should be in the market place, after they had lost their way. Enter Cronin.

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He helped to reposition Charnos and Lepel with clear identities and, today, they maintain a solid market share within the British intimate apparel landscape.

Cronin was also the driving force behind the launch of Lepel London, a younger fashion label, in the summer of 2015. This was well received by lingerie buyers and is now stocked at ASOS, Figleaves, House of Fraser, Shop Direct, Fenwick and in around 200 independent bricks and mortar stores.

2016 has been another positive year for LF Intimates, which witnessed a 4% rise in turnover and was crowned the Medium Business of the Year award in the UK Lingerie Awards.

LF Intimates prides itself on its close relationships with its customers, taking a hands-on approach and showing constant support to retailers in order for them to achieve their targets.

The company believes independents are at the heart of its business and the core channel that it sells through.

To view the full Brand Champions category, CLICK HERE


Company: LF Intimates
Address: Fields Farm Rd, Long Eaton, Nottingham NG10 3FZ
Tel: 0115 983 6000
Twitter: @CharnosLingerie/@love_lepel
Website: www.charnos.co.uk/www.lepel.co.uk
Focus: Lingerie and swimwear manufacturing



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