Following a six-month run of strong store-based sales, luxury lingerie brand Coco de Mer has made its Knightsbridge, London, boutique pop-up a now-permanent location.

“In a big vote of confidence for the high street”, owner and CEO Lucy Litwack has agreed a long-term lease on the luxury lingerie brand’s store on Motcomb Street.

Litwack, who is celebrating 10 years at Coco de Mer after leading a management buyout, said it switched to a global digital-first strategy last year when ir moved to a new Primrose Hill headquarters and private shopping space.

Sales rocketed 50%, with a fivefold increase in the size of its wholesale division and a 45% surge in international stockists. 

Celebrity collaborations with stars such as Helena Christensen and Pamela Anderson powered the brand forward globally, she noted.

It moved back into retail with the Motcomb Street pop-up in January and Litwack highlighted the brand’s “unique personal shopping expertise for the finest lace lingerie and sensual products” as lending itself to a successful physical location.

She noted that shoppers have flocked back to luxury stores in the post Covid era and they value the bespoke service offered by an independent brand such as Coco de Mer.

Litwack added: “We are delighted that the pop-up boutique is becoming permanent after six months. It is heartening that our customers have supported the new boutique in sufficient numbers to show that luxury retail has a bright and profitable future in store.

“It is great that shoppers want to see independents flourishing and high streets with real diversity and not just the usual big chains.

“Knightsbridge is the UK’s centre for luxury retail and Motcomb Street, a gorgeous enclave with a fantastic selection of independent shops, is a great fit for Coco de M