Lingerie brand Dorina relaunches online to boost D2C's share of sales
A relaunch that 'signals a dynamic new chapter for Dorina', the key focus will be on its assortment strategy, with the historically wholesale brand releasing dedicated capsule collections on the new site.
The relaunch also coincides with the debut of the brand's bridal range, a nine-piece collection available on the site and via selected partners. Additional exclusive collections are planned for release throughout the year, it added.
Since the autumn Dorina said it has been strategically expanding its footprint across Europe, including that full redesign of its e-commerce platform and the relocation of its headquarters from Hong Kong to London.
'This move from Asia to London positions the brand closer to its core markets, enabling enhanced customer service and a more responsive, market-driven approach', it explained.
Under CEO Alexis Le Moine, the brand is now being driven by a 'strong new leadership team' whose previous experience includes managerial positions at LVMH, Amazon and industry pureplayers such as Bluebella and Agent Provocateur.
Le Moine said: 'Re-launching our new direct-to-consumer website marks a major step in the growth [our] strategy. It is an exciting move for the brand which allows us to connect more directly with the Dorina community, learn faster on purchasing habits and evolve with our customers every step of the way.'
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