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Coco de Mer bets on growth after cash boost

Lingerie retailer Coco de Mer is undergoing a revamp as part of major investment from owner Lovehoney that aims to grow its customer base and expand overseas.

Coco de Mer’s standalone store on Monmouth Street in Covent Garden is being refurbished this week following a three-month review of the business carried out earlier in the year.

As part of the investment by sex toy etailer Lovehoney, which bought Coco de Mer in 2011, former Arcadia brand director and retail consultant Jackie Naghten has been appointed as managing director. Louise Brassey, who has previously worked with Chanel, Burton Group and Arcadia, has taken over as marketing director.

Naghten said on top of the store revamp, “significant investment” was going into boosting the brand’s online retail presence, with the retailer planning to relaunch its website next year. Plans for a new store are also being drawn up, with international expansion likely.

Naghten said: “Next year we will think about where the new store will be. The real opportunity is to become a global brand; we have a lot of international customers already through the website.”

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