Luxury lingerie brand in the mood for growth

A LEEDS-based lingerie brand which prides itself on being 100% British – from start to finish – is thriving as the luxury underwear industry continues to boom.

The online luxury lingerie brand, Something Wicked Holdings is set to have its Nina collection displayed and sold in Selfridge’s body studio in London later this year and the business – which is under new management – also plans to increase its list of stockists internationally, particularly in China as the lingerie market rapidly matures.

New managing partner of Something Wicked Holdings, Steff McGrath said: “There’s been a shift and women are feeling very empowered. There’s that trend of underwear worn as outerwear, people are a lot more confident and people don’t shy away from talking about it anymore.

“It’s not all about what we can wear to make our partners happy anymore, its women buying underwear as a treat to themselves.”

The brand’s luxury lingerie “treats” are all made completely in Britain, from the initial design to the finishing process – even the leather cleaner is made by a London-based bee keeper.

Steff said: “There’s not that many brands that can say they’re fully made in Britain – I feel really strongly about the fact that we’re a British brand, when we wanted stockings we tracked down the last remaining stocking manufacturer from Britain called Pretty Legs.”

Originally founded by a husband and wife team, Steff says the Something Wicked site – renamed Something Wicked Holdings – had been lacking a comprehensive e-commerce site when she took the reins in August.

As a result, the brand have recently rolled out a unique addition to their website which invites its users to view a seductive collection of “fully shop-able videos”, allowing shoppers from all over the world to shop their mood with ease.

So whether you’re feeling playful, dominant, indulgent, powerful, revealing or liberating, there’s now a video to suit your shopping needs at their brand spanking new website.

The innovative technology which was designed and created by Leeds-based Home Agency, allows users to click through to any of the featured products at any stage of the clip.

Steff added: “Each video has a very different mood and feel, the idea is you can be whoever you want to be, be something, and you click and it shows you the video that reflects your mood.

Steff hopes the videos, which were filmed at Eaves Hall in Lancashire, will add a creative, innovative touch to their brand, helping them to stand out in an increasingly competitive market.

“It sets us apart from some of the other brands. I don’t know of any other lingerie brand that has this technology, they might have little clips showing various bits, but nothing like this,” she added.