The company said it’s moving to the new strategy that’s all about “creating an intimate experience for our customers on a global scale” after three years in which it has seen “substantial top-line growth and increased profits”.

In fact, a 500% increase in its wholesale division, boosted by a 45% increase in international stockists, plus its “phenomenal” growth online have been combined with some consumer research and product rationalisation to create an operation that said it’s ready for “an exciting new chapter”.

Coco de Mer has spent some time streamlining the product assortment, curating the collections, developing its own-label products across all categories and working on the brand’s mission (which is “to create a haven for female pleasure”).

The offer as it currently stands comprises lines like the Icons Collection (modelled by Helena ChristensenMuse

CEO and owner Lucy

“We have decided that the best way of doing this is to hone our efforts. We have seen phenomenal growth and expansion of our online business and our wholesale division. Both

She added that it was a “tough decision” to move away from the current model of one standalone store “as the store has become a real destination and such a beautiful space”. 

“Where the brand has focused for the last 21 years on this one store in London, we are now looking at possibilities that feel more immersive and engaging for today’s consumer,” she explained, “including partnerships and collaborations worldwide, alongside private one-on-one VIP appointments, really catering for our customer’s desires with the inimitable indulgent feel of Coco de Mer.”