Overview

Liliosa Lingerie is a fast-growing, female-founded lingerie brand known for its inclusive sizing, strong social presence and highly engaged customer base.

I first connected with the brand when they were operating purely online and exploring their first move into physical retail.

The Opportunity

The brand was looking to translate strong online traction into a physical presence, exploring both pop-up retail and alternative formats.

Early proposals faced challenges, with concerns around brand positioning, category overlap and suitability within a traditional retail environment.

Despite this, I saw clear potential in the brand:

• strong TikTok performance and customer engagement

• clear point of difference in product and messaging

• ambitious founders with a strong creative vision

My Approach

I continued to support and advise the brand beyond initial conversations, helping refine their retail proposition and positioning.

After leaving my previous role, I reconnected with the founders and worked closely with partners to identify the right route into physical retail.

This included:

• shaping a more commercially viable concept

• repositioning the opportunity for landlords and operators

• identifying alternative formats beyond traditional inline retail

• connecting the brand with the right delivery partners

The Outcome

This collaboration led to the launch of the UK’s first lingerie vending machine concept, placing Liliosa into major retail destinations including:

• Westfield London

• Westfield Stratford City

• Manchester Arndale

The concept provided:

• a discreet, self-serve shopping experience

• a low-footprint, high-impact retail format

• a strong social-first activation designed to drive engagement and sharing

The brand has since continued to grow its physical presence, including the launch of its first pop-up retail space, building on the success of its vending rollout.

Impact

• Transition from online-only to physical retail presence

• Introduction of a new retail format within UK shopping centres

• Strong alignment between brand identity and experiential delivery

• Continued growth through pop-ups and physical activations

Liliosa now operates across a growing network of retail touchpoints, supported by a loyal and engaged customer base of over 200,000 customers and strong social reach.