Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Wonderbra's ecommerce launch will not damage wholesale, says general manager

Wonderbra has insisted the launch of its first transactional website will not damage relationships with its wholesale customers.

The lingerie brand launched wonderbra.eu last week, offering delivery to customers in the UK and Republic of Ireland, replacing www.wonderbra.co.uk.

Wonderbra said it launched a transactional site in response to the growth of ecommerce in the UK and because many of its customers are heavy online users.

Paul Devin general manager at DB Apparel, Wonderbra’s parent company, told Drapers that the launch of the transactional site would benefit wholesale accounts as it will raise the profile of the brand.  

“Our major focus is our wholesale business. The last thing we want to do is to compete with our wholesale stockists, which is why we are one of the last lingerie brands, as far as I know, to launch a transactional website.

“We have also been very careful to ensure that we have not only provided links to our bricks and mortar stockists, through the website, but have also provided links to all of our online stockists as well so the consumer has a choice about where they buy the product.”

The website will sell the full-range of Wonderbra products as well as news on products and video content.

Readers' comments (1)

  • I think this will take away the business from stockists especially if the customer is a regular customer and knows how the products fits and feels!!!!

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.