Myla, the upmarket lingerie company, is investing in its brand as part of a global push into the lingerie and sensual products market. The move will be supported by a major marketing campaign.
The company, which has received backing from private equity groups, is aiming to develop its position as a global player in the sector.
It has appointed creative consultancy Dave to lead the strategy, which will include in-store marketing, websites and brochures. The appointment follows a competitive pitch against several undisclosed agencies.
Myla was launched in 2000 by Charlotte Semler and Nina Hampson, with the aim of creating the world’s first luxury sex brand for women. It aimed to position itself as sophisticiated alternative to mainsteam brands such as Ann Summers.
The company has a number of lingerie collections and a range of sex toys under the Midnight by Myla brand, which includes diamante blindfolds. The range is available in Debenhams.
It also has 10 retail locations throughout the UK, Europe and the US, alongside a mail order catalogue service and e-commerce business.
Ann Summers recently entered a partnership with online DVD rental company ScreenSelect.com. The deal involves online, in-store and hosted party promotions (MW March 9).