Amsterdam, The Netherlands
FOUNDED IN 2011, PRETTY WILD LINGERIE IS AN AMSTERDAM BASED LUXURY LINGERIE LABEL THAT EXEMPLIFIES DUTCH DESIGN AND HERITAGE IN LACE.
Designed in Amsterdam, the brand stands pristine in Dutch artistry, quality, femininity and elegance. Behind the brand is a powerful passion for creating luxurious lingerie. Our mission and passion is to move the “Art of Lace” forward by design lustful lingerie with a perfect fit for every woman who wants to feel feminine in all her veins. We draw inspirations from the City of Amsterdam’s, and the Netherland in how we frame an emotional story. Heritage and role of the Netherlands in the history of lace, dating back to 1519, is a constant reminder of our historical role in moving the art of lace forward.
Instead of designing collections with a theme, Pretty Wild Lingerie designs from the emotion of Amsterdam and Lace is central to the emotion conveyed. This creative thought process began with Pretty Wild’s founder Firouzè Akhbari and remains core to the label’s design approach.
Lace and its historical ties to the Netherlands is the sole component that dictates the design direction in all Pretty Wild lingerie. Drawing inspiration from our foundation city Amsterdam, we use the finest lace in combination with ravishing embroidery and precious fabrics to tell its story. The resulting designs are unique in Dutch design, placing Pretty Wild Lingerie in a league of its own amongst a very few high-end lingerie brands founded in The Netherlands.
FROM ITS FOUNDATION IN 2011, THE VALUE OF QUALITY IS INGRAINED IN PRETTY WILD LINGERIE. THIS VALUE TRANSLATES INTO A PASSION FOR LACE, TEXTILE AND CRAFTSMANSHIP, TANGIBLE FORMS OF WHICH REMAINS THE BRAND’S DEFINING CORE TO DATE. WE AIM TO REINFORCE THIS VALUE AT EVERY CONSUMER TOUCHPOINT.
NEW GO-TO-MARKET MODEL: The strength of Pretty Wild is it’s strong design language, aesthetics and craftsmanship. The brand continues to garner strong interest from global retail partners. A refined brand image and retail development model has been activated, setting the brand on a compelling path to success. Bringing all these aspects into optimal and cohesive consistency will yield success.
INFRA has launched an intensive strategic refocusing of the brand: placing emphasis on a trajectory to profitability that is driven by the core competencies of Pretty Wild. The strategic intent for revitalizing the Pretty Wild Lingerie brand is centered on building a sharpened multi-channel distribution network, strengthened with a tightly controlled omni-channel backbone.
The Pretty Wild global marketing strategy going forth will focus a clear and concise social media presence, online website experience, and above all a strong yet minimalistic visual merchandising communication at retail. Pretty Wild is striving for a well balanced mix of retail locations and boutiques operated through licensing, joint venture, franchising or wholesale partners.
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