lingerie
Playful Promises has sold a stake in its business to private equity company Bestport to finance its brands and e-commerce operation.
Jane Imrie

London lingerie brand set for global growth with new investment

A London-based lingerie brand has secured investment to expand operations following a period of growth.

Playful Promises has sold a stake in its business to private equity company Bestport to finance its brands and e-commerce operation.

Founded by Emma Parker 16 years ago, the brand offers a range of lingerie with styles available in up to 85 sizes and includes A to H cup.

The move comes after the Playful Promises, which has locally serviced sites in the UK, the US and Australia, has been experiencing year-on-year growth. The firm expects to report 70 per cent growth across the whole of its e-commerce network in 2021.

Emma will be staying on as managing director following the investment, bringing onboard Will Hobhouse, previously chairman of Heals, Jack Wills and Sunspel, as chairman.

Emma Parker, founder of Playful Promises commented: “We have already begun to implement a multitude of measures to help strengthen our e-commerce offering and this is an exciting step in the development of the brand.

“The funding and expertise provided by Bestport and Will as chairman, will help accelerate the growth of the business and broaden the awareness of the brands. Their experience in growing small businesses will help bolster both our team and the brand, in what we hope will be a period of exponential growth.”

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