Emily Bendell, 39, set up this London-based company in 2005 to provide lingerie in modern designs, and has since added nightwear and hosiery to its range. It has 500,000 Instagram followers, and sales — through its website and via retailers including Asos, Selfridges and John Lewis — reached £8.7m last year. The products are also sold in America through Victoria’s Secret, Revolve and Nordstrom. It has received funding from the all-female investor fund Addidi Angels, and raised £1.25m from a crowdfunding campaign in 2016. At a virtual fashion show in May, customers filmed themselves at home wearing the firm’s products.
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