Former general manager at Panache Natalie Mosley and ex-Debenhams lingerie designer Paula Walsh have teamed up to launch a UK-made lingerie label.
Lucy May Lingerie is produced in High Green, a suburb of Sheffield, where the design and development team are also based.
The local connection was important to the founders, who said being made in Sheffield is “a mark of quality and symbolises everything our brand stands for”.
The label focuses on quality fabrics and fit.
Mosley said: “We recognised a niche in the market for beautiful, sensual lingerie that fits so comfortably it can be worn every day. We put our industry expertise into creating it.”
The first collection, Maybella, which retails from £28 for briefs to £45 for a padded bra, is stocked by three Sheffield retailers and is available to buy online. The directors said they are currently focusing on the online business as well as partnering with further selected boutiques for autumn 17. Wholesale prices for autumn 17 are yet to be decided. Current stockists have no minimum order and the brand delivers to store and replenishes within a day.
The product will be marketed through “house parties” offering one-to-one fittings for guests with an experienced bra fitter.
In addition to Debenhams, Walsh has worked for Gossard, Fantasie, Freya and Rigby & Peller.