Coco de Mer Awards Growth Brief to Geometry UK

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Luxury lingerie & erotica fashion house looks to build D2C UK business

Geometry UK has been appointed by Coco de Mer owner and CEO, Lucy Litwack, to accelerate business growth through new channels – from digital to physical. Social commerce will sit at the heart of the campaign.

With a brief to delight and excite customers through new routes to market, and connect all retail touchpoints with creative innovation, Geometry UK’s appointment is effective immediately.

Explains Coco de Mer CEO Lucy Litwack, “We continue to create and curate a unique collection of products in all of our categories – from luxury lingerie to designer sex toys, exquisite bondage, fashion latexwear, sensual body products, erotic gifts and books, and immersive live experiences. At the same time, we are continually looking to offer new channels of distribution, exciting new collaborations, partnerships and products. We have refreshed our brand positioning to bring our core purpose of ‘championing female pleasure’ to the fore under the new banner of ‘The home of pleasure.’ Going forward, we will be taking a more editorialised approach to content and brand storytelling as we build a community of interest around the subject.

She continued, “As today’s world shifts shape, we’re looking to drive growth in many different ways across customer touchpoints, with a focus on direct to consumer channels and social commerce. We know consumers are making more informed decisions about purchases and we’re pleased that in Geometry we’ve found a like-minded partner who has commerce with a conscience at its heart.”

Lucy Litwack is one of the most experienced executives in the lingerie industry with a CV that includes senior leadership roles with Victoria’s Secret, La Perla, Bendon and David Beckham Bodywear.

As owner and CEO, Litwack has grown Coco de Mer from a niche business to a global luxury brand.

Significant changes include the launch of own brand products in multiple categories and new lingerie collections. She has created collaborations with Sotheby’s auction house, Pamela Anderson, Playboy, EL James and the V&A Museum as strong drivers of creative evolution, business growth, and industry innovation. Underpinning Litwack’s goals for Coco de Mer is a deep belief in championing women’s causes. Most recently, this has involved working with charities campaigning against female genital mutilation (FGM).

Concludes Debbie Ellison, Chief Digital Officer, Geometry UK, “Coco de Mer has a peerless reputation as an innovative, future-thinking brand and we are incredibly proud to partner with Lucy and her team.”