Sara Lee Intimates, which owns Wonderbra and Playtex, is introducing its DIM lingerie to the UK. In France, where it is the number one lingerie brand, more than 40% of distribution is via the supermarkets and Sara Lee plans to replicate this figure in the UK. Traditionally, new lingerie launches were confined to department stores.
Sara Lee is already in talks with Sainsbury and Morrisons about stocking the autumn collection in June. It includes Sublim - a range of satin and lace lingerie - cotton co-ordinates branded Oh Les Filles and a mix-and-match concept called Les Pockets Sexy. Prices will range from £8 to £15.
Marketing director Hervé Bailly said supermarket distribution was key. “Our number one priority is to launch the intimates into new classes of trade and we expect DIM to be as big as Wonderbra within three years.” The launch will be supported by a £4m marketing campaign, including TV ads in July and November.