Janet Reger was the UK’s first luxury lingerie brand, introducing the 70’s consumer to lingerie that was infinitely sexier than the practical underwear they’d become used to. Superior design and manufacture, the name was a statement of empowerment, worth paying more for.

As brands like La Perla, Agent Provocateur and Myla entered & dominated the contemporary luxury lingerie space, by 2018 Janet Reger existed as a wholesale license in only one chain of high street department stores. The brand’s luxury centre of gravity was at risk.

Working with Aliza Reger as a consultant for a year, a strategy was developed to reframe the brand’s luxury credentials for generations of women who were new to the brand. A top-totoe commercial strategy was designed to create growth, across new channels, new markets emerging opportunities & segments. The strategy is being used as the platform for investment & global partnerships, and has already guided a new design identity, relaunch of website & key marketing materials.