Nudea Challenging Lingerie Market; Dryrobe Launching in US


DTC’s Daily Digest brings you the latest news on the world’s fastest growing direct-to-consumer brands. In today’s edition: Nudea challenging lingerie market; Dryrobe launching in US; and Secret Escapes buys Laterooms’ intellectual property. 

Nudea challenging lingerie market

Fit-centric intimates brand Nudea is launching today (30 September). The brand offers expertly crafted, comfortable lingerie that fits without compromising on a feminine aesthetic. Direct to consumer and online-only, Nudea is breaking industry norms by modernising the measuring process, with a true focus on user experience and customer satisfaction – from initial online browse through to delivery.

By embracing diverse body shapes and engaging over 600 UK women in a pioneering size and fit research and development process, Nudea’s team has dissected and re-engineered the 20+ components that make up even the most basic of bras with fit and comfort in mind. Further supporting the brand’s dedication to fit, Nudea’s online fit quiz has been created with intelligent algorithms to recommend fit taking into account current fit issues, bust shape and height. Additionally, Nudea’s bespoke measuring tape measure revolutionises the way women can measure themselves, ultimately empowering women to fit themselves as and when they need to.

Launching in September, marketing activity for the brand launch and into 2020 encompasses Paid Social, influencer engagement, user-generated content, a customer referral programme, an extensive trade and consumer PR campaign and direct-to-consumer Nudea Fit Parties. 

Dryrobe launching in US

Waterproof gown company Dryrobe are taking their popular product to the US. The company’s founder, Gideon Bright says “there wasn’t a lot of options to use before Dryrobe. It seems crazy. But you’d use a towel to change. That was a barrier for kids, for anyone really, trying to enjoy what they’re doing.”

So far this year, the company sold about 40,000 units — up from one a week in 2010, the first year. In addition to consumer sales, Dryrobe has teamed with brands like Red Bull, GoPro and Spartan for various partnerships and branded products. 

And as demand continues to grow, so has the company, which has 15 people, sells direct-to-consumer on its web site in the U.K. and the U.S., as well as Amazon, and snagged its first investor in 2016. The U.S. expansion includes North American inventory. Dryrobe’s UK office is based in Barnstaple, Devon. 

Secret Escapes buys Laterooms’ intellectual property

Luxury travel agency Secret Escapes has snapped up part of collapsed rival Laterooms as it booked a 66% increase in sales for the year.

The London-headquartered company, which offers deals on holidays and hotels for its members, has acquired the booking website’s intellectual property after its collapse last month.

Secret Escapes has also established a presence in Ireland following the purchase of travel rewards website Pigsback.com, the Sunday Times reported.

It came as the company posted revenue of £121.2m in 2018, up from £73.2m the previous year. The firm narrowed its loss from £14.2m to £10m.

Secret Escapes was launched in the UK in 2011 by co-founder Alex Saint with the purpose of providing cheap deals on luxury holidays, while also helping hotels to fill empty rooms.

The company last year secured £52m from Merian Global Investors, a major tech investor whose bets include Transferwise and The Hut Group. Secret Escapes has previously received backing from Google Ventures and Singapore-based tech investor Temasek.

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