A strategic partnership with Marks and Spencer has propelled swimwear and lingerie brand Pour Moi to achieve unprecedented sales growth. The collaboration, which commenced in October 2023, has proven instrumental in driving the company’s financial success.
Latest financial reports reveal Pour Moi’s impressive performance, with sales surging 12 per cent year-on-year to £20 million in the six months leading to 30 September. The company’s pre-tax profits demonstrated remarkable growth, climbing 66 per cent to reach £3 million during this period.
The M&S partnership has emerged as a significant revenue stream, generating over £5 million in sales during the half-year period. Popular items, including the Santa Monica swimsuit and Amour collection, have positioned Pour Moi as one of M&S’s top-performing brands.
Michael Thomson, Pour Moi’s founder, majority owner and chief executive, established the brand in 2005 to address market gaps in fashionable lingerie for women of all sizes. The company has since diversified its portfolio to include swimwear, sportswear, and nightwear, establishing a robust presence across 250 global stockists, including Next, Very, and numerous independent retailers.
The brand’s expansion continues with planned openings in four John Lewis branches, five Fenwick outlets, and four Morleys department stores. A flagship store on London’s Oxford Street is scheduled to open next month, marking a significant milestone in Pour Moi’s retail strategy.
The success story aligns with M&S’s own resurgence in the lingerie sector, where increased demand has contributed to a £1 billion sales boost. Under Stuart Machin’s leadership, M&S has successfully attracted younger demographics, with under-30 shoppers now representing 30 per cent of underwear sales, double the previous year’s figures.
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