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Something Wicked launches into five stores

Fledgling lingerie brand Something Wicked has secured five international stockists for its debut range, as it looks to expand for future seasons.

The spring 13 collection, which was soft launched in October, will be stocked at Coco de Mer in Covent Garden, new Chelsea boutique Petite Bisous, iil7 in Copenhagen, Pleasurements in Amsterdam and Babylikestopony in Sydney, as well as a private event boutique in Dubai.

It also available through the brand’s website. The brand’s founders, husband and wife Aaron and Louise Seager and Leanne Brooke, creative director of lingerie brand Obey My Demand, hope to double its stockists over the coming seasons, eventually looking to enter department stores such as Selfridges.

Brooke is winding down Obey My Demand to focus on Something Wicked. Aaron Seager said Something Wicked was positioned as a high-end, aspirational brand aimed at professional women aged between 25 and 40.

Retail prices for the debut collection, which is split into five ranges, start at £55 for briefs and go up to £369 for the Savannah bodysuit. The autumn collection ranges from £45 to £185.

The autumn 13 range is described as “Mad Men glamour” and consists of softer loungewear in sheer fabrics, while a bridal range will launch for spring 14.

The Seagers have privately financed the business and are handling the manufacturing in-house.

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