Figleaves has achieved its highest ever profits in the company’s 15 year history with the online lingerie brand seeing a strong spike in profitability.
The company has attributed this success to strong decisions made over the Christmas trading period and the execution of directional and evocative campaigns that played a key part in the financial upsurge. Along with this, trends including the ‘Grey’s’ effect and the reintroduction of the body also helped boost sales.
Sue Herrick, Product and Brand director, commented: “This year has been such a success because of the sheer energy and vigour shown by the business. When other brands were discounting at Christmas, we re-focused on our premium offering – beautiful products that resonated with our consumer. ”
“We invested in dynamic campaigns and supported them with widespread presence on the underground and national rail. Aspirational and appealing, highlighting our more luxurious products with an alluring edge, we wanted to turn heads as well as drive traffic and sales – we did both.”
Bought by home shopping group N Brown three years ago, the restructure saw a new Figleaves board put in place.
Sales expectations and business costs were re-aligned, with structures reviewed and a renewed strategy put in place to refresh the latent business prospects of a brand which employs over 200 hundred staff nationwide, as well as award winning on-site Customer Services.
Melanie Cottrell, Commercial Director said: “To ensure profitability, when we first took over in 2011 we were about streamlining processes, structures and refining the business, honing digital aspects such as optimising SEO and the on-site navigation. For 2012, we had the foundations in place so we could focus on sales growth, reigniting creativity, flair and aspiration. We have re-focused our strengths, listened to our consumers and given them what they wanted.”
The Figleaves lingerie portfolio includes Figleaves.com’s own brand items and over 200 designer labels including Stella McCartney, Elle MacPherson and Mimi Holliday by Damaris.