Celebrity link-ups drive Coco de Mer sales higher says CEO

By

Nigel TAYLOR

Published
Nov 21, 2023

Celebrity tie-ups can spark a strong sales uplift. Put supermodel Helena Christensen together with luxury lingerie brand Coco de Mer and you have 50% sales growth while helping power the London-based brand globally.

News of the impressive sales gains boosted by celebrity endorsement comes from Coco de Mer CEO and owner Lucy Litwack on the Retales podcast.

However, the latest collaboration with Christensen is slightly different from straightforward endorsement, with her having gone behind the camera for a new collaboration.

Litwack said: “Helena is a renowned photographer as well as supermodel and she has shot our new campaign with Charli Howard, our current ambassador. I loved the concept of passing the torch between Helena and Charli — it’s a real journey of female empowerment.”

Litwack said high-profile collaborations with celebrities such as Christensen and Pamela Anderson and institutions as diverse as the Victoria & Albert Museum, Playboy and even Sotheby’s auction house have powered Coco’s growth in recent years.

She said Coco de Mer is profitable and over the last three years online sales have risen by 50%, the wholesale division has grown fivefold and there’s been a 45% increase in international stockists.

Half of Coco de Mer’s sales come through its website and half through wholesale accounts such as Selfridges.

Earlier this year, Coco de Mer switched to a digital-first global strategy -- moving its head office from Seven Dials in Covent Garden to a new space in Primrose Hill, North London, where wholesale operations, VIP appointments and bespoke fittings are hosted.