Announcement: Exciting Changes at Esty Lingerie

by Estelle Puleston

I try not to write too much about our own brand on this blog because I don’t want to come across as biased (or as one of those incredibly boring retailer blogs that just lists our offers – that’s what our customer newsletter is for). However I have some brand news to share that’s a pretty big deal for us, so I thought it worth explaining what and why.

Esty Lingerie has been around for a little over 5 years and in all that time your orders have been shipped to you direct from the designer, and we took a little cut of the sale price as our revenue. As a fledgling company that was (and still is) great because it means we can offer you a huge selection of products without the need for a large, expensive warehouse to store all that stock in.

What it also means though is slower delivery, since the majority of what we sell is handmade to order and could take a few weeks to be ready. And after speaking to our customers it seems like faster delivery is pretty important to you – in our recent survey, 77% of you said that the delivery time was either slightly or very important to you when buying lingerie. Which I totally understand – I’m incredibly impatient when it comes to getting new knickers too!

The 5 year mark seemed like a good place to review how we’re doing business and after lots of maths and customer research, I’m glad to announce that we are now investing in stock, or in other words we’re going to start buying from our designers wholesale and shipping all orders out to you ourselves.

This means lots of awesome things. Speedy delivery (yay!), a simpler returns process, a gift wrapping service… we’ll even be able to reduce our prices on certain items, which I’m sure you won’t mind about!

Plus, it means we’ll be able to bring in some new independent brands that we’ve been fans of for ages but which only sell to other retailers wholesale.



Kiss Me Deadly, Lola Luna and Dentelle etc. – all coming soon!

This also includes the in-house Esty Lingerie collection too – I’m slaving away sewing lots of everything up so that all of that is kept in stock and shipped right away too. Which in turn means that I’ll soon have more time to work on one-off sets instead of sewing orders – I’ve just bought a whole bunch of incredible laces that I’m planning on turning into one-off bralets!

The downside to all of this is that we will be reducing the number of items on our website pretty significantly. At the moment, we sell over 1,000 items available in an average of 6 sizes each, so even if we were to buy only one of everything in each size that’s already 6,000 items. Buying 6,000 items is a lot of money and we don’t have the space to store all of that anyway. There’s also the issue that a small number of our current designers simply don’t offer wholesale.

And yes, this does mean reducing our size range. Surprisingly, half of you said in our survey that you wanted to see us sell more sizes. I say surprisingly because we currently sell items in UK sizes 4 to 18, band sizes 28 to 38 and cup sizes AA to J, and I don’t consider this to be a small range at all.

But when it comes to investing our cash in stock, we need to buy the sizes we know we’re going to sell – and despite people asking for more sizes, the truth it that we very rarely sell those 28 bands or J cups.

We’ll be adding new products to our shop as stock arrives, but The Big Switch is happening on 1st March at which point everything on our website will be in stock and ready to ship. Until then, you can still purchase anything currently on our website and it will be handmade to order as usual if it’s not already in stock.

If you’ve had your eye on something in particular be sure to buy it before this date to guarantee that it’s available!


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