And it’s not just the CocoDeMerUK art of bondage or seductress classes.
And it’s not just the art of bondage or seductress classes hosted by the luxury British-based lingerie brand that ties people together. It’s the act — or rather the art — of getting people to shop in real life.
“What we find is that the people who attend the classes feel comfortable to ask any questions that maybe they were embarrassed to ask in a different environment,” Litwack said. “And it’s always the people you least expect who come to the salon. But it’s also very diverse. It’s all very lighthearted.” The salons also increase sales and brand awareness.
“It’s appealing to a different customer potentially,” said Litwack, who bought Coco de Mer in 2017. She joined the company as managing director in 2014 after working at La Perla, Victoria’s Secret and David Beckham Bodywear. The 43-piece Muse line, which ranges in price from 20 pounds for a G-string or 30 pounds for a pair of knickers, up to 120 pounds for a slip, will be the brand’s first permanent diffusion line. Litwack said new pieces will be introduced each year.
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