Mimi Holliday Online Growth
Mimi Holliday has today reported a 47% uplift in its online sales compared to last year. With the new financial year on the horizon the company has a strong position within the market having already reached their annual e-commerce sales target within the first half of this financial year. Wholesale profits have also seen an increase, with the brand focused on recreating their online successes in this area, and are currently looking for new worldwide distributors.
• Mimi Holliday sees 47% YOY uplift in online sales
• Annual targets reached within first half of financial year
• Success down to strong brand ethos & a focused team with a singular vision
• The brand is actively looking for wholesale distributors to recreate this success in other areas of the business
The brand has a clearly defined strategy for the growth of the business and are focusing heavily on the development of the e-commerce and marketing areas of the business. The appointment of a new head of E-commerce in June 2016 has seen their online platforms grow exponentially with further online growth & expansion a priority for the coming year. Traffic to the online site has doubled within a year and the brand now ranks page one for various relevant search terms.
The brand is still owned and run by founder and creative director Damaris Evans. She said of their recent successes, “The whole team at Mimi believe absolutely in our brand ethos, which has never changed and this is evident across the business. The company continues to go from strength to strength and that’s because we have stayed entirely true to ourselves. As a predominantly wholesale business, our e-commerce and social platforms are where we can really show what the brand is about, and this is paying off. We can adapt easily because we’re such an agile and dedicated team who are focusing now more than ever on driving the E-commerce and Marketing strategies forward. It’s a very exciting time for us.”
Evans still designs each collection herself and is actively involved in every aspect of her business, working alongside a team of ten at their Primrose Hill head office. Having founded the eponymous business ‘Damaris’ in 2001 and the Mimi Holliday line in 2004, this year sees the launch of the brands debut resort collection which will include accessories and beachwear, highlighting a focus on expansion of product ranges.
About Mimi Holliday
Founded in 2004, Mimi Holliday was born as a diffusion line to big sister brand Damaris. Each piece of Mimi Holliday lingerie is designed exclusively in London by Damaris Evans and is crafted from the finest silks and laces. Renowned for its luxury finishes, exclusive designs and commitment to exceptional fit and quality, the brand is stocked in over 200 luxury stores and boutiques worldwide including Selfridges, Harrods and Coco De Mer. For more information visit www.mimiholliday.com.