French lingerie brand house Lejaby Group has appointed Kathleen Morgan to the newly created role of UK country manager.
Morgan will spearhead an aggressive campaign to win back market share with a clearer brand image and better mark-ups for stockists.
Morgan, who joins from Aurora Fashions, where she was UK sales manager for Karen Millen and Odille lingerie, will oversee the merger of the group’s fuller-figure brand, Elixir de Lingerie, into the core Lejaby brand for spring 11 as part of a strategy led by parent company Palmers to increase awareness of the Lejaby name.
“The new strategy is about higher volumes with better mark-ups,” said Morgan, who will also offer Lejaby stockists better deals on larger orders.
She added: “Elixir de Lingerie always did well in the UK but in some markets there wasn’t a perceived need for a separate fuller-figure brand.”
Over the past two seasons Lejaby, which has 300 UK wholesale accounts, saw orders drop as stockists invested more heavily in brands that offered better deals and more innovative product.
In an effort to grab a larger percentage of buyers’ spring 11 budgets, Lejaby has introduced loungewear for the first time and increased the number of pieces it produces at its entry-level price point, which is £14.60 for a bra.
The company has also launched a lower-priced, younger sub-brand for spring 11 called Sun & Blue under its swimwear label, Rasurel. The Sun & Blue collection includes men’s swim shorts - the first menswear products to be introduced at Lejaby Group - and bikinis and is priced about 22% lower than the Rasurel mainline.
Palmers bought Lejaby Group, which also produces Nina Ricci lingerie under licence, from US brand giant Warnaco in 2008.