Sara Lee launches knickers range

Sara Lee’s hosiery brand Pretty Polly is extending its range into ladies underwear with the launch of a knickers range called Nix.

UK marketing director Helen Atkins says Pretty Polly wants to create the first mass-market knickers brand in the UK to challenge the Marks & Spencer range. The Nix range consists of three lines, all made from cotton lycra.

Atkins says the company is looking at all areas of “feminine essentials”. It is launching a range of socks and hosiery for children later this year (MW July 31).

The launch, planned for the autumn, is part of Sara Lee’s plan to create mega-brands. In France, its leading hosiery brand Dim is now also the number-one lingerie brand.

Atkins says the launch of Nix will be accompanied by a high-profile marketing campaign, but refuses to say how much money has been put aside. She is talking to advertising agency GGT about a campaign.

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