(Filed Under wholesale Lingerie News). Luisa Loveday of Loveday London is returning to the Curvexpo show in New York (July 31 through August 2), and told BODY, in answer to emailed questions, that she is already selling to several retailers here and that the majority of her web traffic is from the U.S.
“We have exhibited at trade shows seasonally in Paris and London since our launch, and did the Curve NYC show for the first time in February 2016. It was such a success that we simply had to return for the SS17 show in August!,” the designer wrote.
The intimates collection was launched in 2014 and is designed in London and manufactured in the U.K.
“I gained a 1st class honors degree in design management before working with brand development at Fleur of England and then moving to Coco de Mer where I headed up the in-house design and brand development team. Loveday London was born out of a desire to create fiercely feminine and provocative lingerie which still maintained a fashion edge.”
Wholesale prices, in landed U.S. dollars, for the luxury collection “range from $35 to $650.”
The line features unusual combinations of leather and lace. On the company website, for example, the “Arielle Ouvert Contour Babydoll,” is retailing for £290, (about $421 at current conversion rates). The breast are revealed through the open top of this design, composed of “Italian lambskin leather panels” and “luxury, corded, ivory lace,” according to the company description. “Fastened all the way down the back with a hook and eye strip, this garment allows for adjustment to provide the perfect contouring shape.”
The “Goddess Demi Cup Bra,” retailing at £185 (about $269) on the site, is built on an “Italian lambskin leather frame and features beaded scalloped lace cups which add glimmering sparkle to your assets. Prominent leather straps add the edge to this romantic design.”
The “Amoria Boudoir Gown,” retailing for £495 (about $719), combines “panels of luxury French eyelash lace [which] are placed from the waist up, whilst the main body is formed from transparent barely-there silk tulle.”
On the website the company explains, “Loveday London has been created to enhance every aspect of the boudoir experience; from fiercely-feminine lingerie, alluring scents and candles, to glamorous loungewear and deeply sumptuous quilts and pillows.”
Loveday told BODY, “We have had a strong American following since our launch, gaining Alla Prima (San Francisco), Footsie (Santa Monica) and La Petit Coquette (New York) to name a few of our USA stockists. Over half of our web traffic is from USA, so for us to exhibit at Curve was a natural progression. We now have 35 stockists across 12 countries including Bahrain, Canada, China, France, Hong Kong, Netherlands, Russia, Saudi Arabia, Spain, Sweden, Switzerland, UK and USA.”
Asked about her retail plans the designer added, “We have been stocked by Selfridges London since our launch in 2014 - so we are hoping to find a home in the American equivalent, as well as finding those specialty stores that really fall in love with the brand. The retail strategy is to find stockists who really understand the brand, in the view that they will place repeat orders.”
To date there is no U.S. distributor “however we are always open to suggestions an recommendations.”
Later this summer Loveday London “will be launching the SS17 collections at the Curve show - three completely new ranges which reflect the development of the brand to-date. Our signature leather and lace forms the basis of all three collections.”
Asked to highlight what sets her brand apart, the designer replied, “1. Our leather and lace aesthetic, Hardcore Romance tag line. 2. Our seasonal boudoir designs (cushions, quilts, candles, etc.). 3. Our patented adjustable back sizing system which has been a huge success - over Christmas 2015 we had 0 returns!”
American stores should consider the collection because, “The demand is already there for Loveday London, even as a new brand. A U.S. store can feel confident that they are buying into a popular world where the customers who love the brand, really do fall hard.”
Contact Loveday London at firstname.lastname@example.org.
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