Austrian lingerie brand to storm UK

An Austrian lingerie brand with a reputation for saucy advertising is planning to launch in the UK later this year.

Palmers Lingerie has already appointed Bristol-based agency Rhythmm to handle the launch of the brand and its retail network.

The agency won the business following a four-way pitch against Golley Slater & Partners, BCLO, Corixa and Proteus. It is understood that Palmers, the largest manufacturer of textiles in Austria, is planning a significant investment in the launch of the range into the competitive UK market. It plans to have its first standalone store open by July, but it will also be available in department stores.

The Palmers brand is 91 years old, and makes a range of products including men’s bathrobes, pyjamas and boxer shorts. It also makes a full range of women’s bras and knickers with products in both the functional and luxury market. In addition it has a range of socks and hosiery, which includes functional stockings that release vitamins A, B and C into the skin when worn.

The brand is already available across eastern and central Europe and on the Arabian peninsula. It developed a reputation for using sexy advertising in the late Eighties after an outdoor campaign featuring scantily-clad women appeared overnight in Vienna. It has continued to use the sexy imagery as it has extended into new countries.

Palmers UK marketing director Claudia Lock-Fuerst says she is confident that the ad strategy will be well received in the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here