Last year’s Apprentice runner-up Bianca Miller has secured the first department store stockist for her eponymous tights brand.
Bianca Miller London
Bianca Miller London will be stocked on Selfridges’ website and in its Oxford Street store from January, at an exact date to be confirmed. It will drop in the Birmingham store later in 2016.
The brand launched in late November, almost a year after Miller beat 18 other contenders to end up in the final of The Apprentice, where she was pipped to the top slot by Mark Wright.
“It took 10 months to get together the money and get the product right,” explained Miller. “Without the money from Lord Sugar, we had to find the investment.”
She used crowdfunding to raise some of the capital.
The collection features 15 denier tights and lace hold-ups in eight nude tones, which are manufactured in the UK and carry a retail price tag of £15 and £12 respectively.
It is currently sold through its own site, biancamillerlondon.com, as well as mytights.com and US retailer Alex Blake.
Miller is in talks with other stockists for next year. “I’m really happy that Selfridges was the first [UK department store] to come on board,” she told Drapers.
“They are one of the best in the business, but they also embrace the need to change what nude means. They understand the diversity piece, as they have a diverse customer who will be complemented by the range.”
Miller plans to expand into other areas of hosiery and lingerie in the long term.
Remarking on last weekend’s Apprentice final, she said: “Joseph started shining through in week four or five. I think Vana did an amazing job, too, representing women in business.”