Value lingerie brand Baci Lingerie has appointed Mike Flay as head of sales and marketing ahead of the brand’s launch in the UK this year.
Flay was previously a UK sales manager at lingerie brand Panache and has also held roles at lingerie brand house Eveden and French lingerie brand Chantelle.
Last month US brand Baci announced it would launch in the UK in May, with plans to open 50 stores in five years and target major high street chains as stockists.
Flay has been brought in to manage the launch and roll out of Baci Lingerie in the retail sector. He will be responsible for sales of the core lingerie range as well as sub collections..
Flay said he was “delighted“ to be joining Baci. He added: “Launching a new brand to the UK market place is an exciting challenge, and Baci has a superb USP – unrivalled choice in terms of design, at unbeatably low price points.“
Flay said: “I’m confident that demand will be exceptionally high from both independents and multiples, who will all want this brand on their shelves.“