Lingerie etailer Figleaves is trialling its first bricks-and-mortar retail offer with a concession in indie department store Allders in Croydon.
The concession, which opened last week, stocks own-brand underwear and swimwear and could be rolled out to other department stores if successful.
Figleaves chief executive Julia Reynolds said: “We are now 20% own brand and have had customer feedback saying some want to see and feel the product.”
Reynolds added that the etailer, which is seeking a potential sale after receiving several bid approaches earlier this year, is not plotting any standalone shops.
She added that after a tough 2009, this year had started well with sales in the past few weeks running ahead of the same time last year. “We are running the business better and the economy is better,” she said.
Finlay Clark, senior strategist at digital marketing specialist Big Mouth Media, said Figleaves’ move from clicks to bricks could present the etailer with a good opportunity but warned that pure-play etailers could still scale better online.
“It’s easier to grow your business online through more product and markets than with an avenue that brings new challenges,” he said.
Reynolds said that there were currently no firm bidders for Figleaves, which has appointed corporate finance company GP Bullhound to advise it on the potential sale.