Knicker Locker Retail Spotlight

Knicker Locker Website

Above: the Knicker Locker homepage.

“We started the company to help our customers find underwear or swimwear that fits correctly and will make our customers look and feel great.”

Gemma Purnell and Nicholas Illes founded Knicker Locker in January 2015, with a mission to help everyone find their perfect set of underwear.

Their main motivation for starting Knicker Locker was to shake up the lingerie industry a little, to deliver an online experience that is fun and functional, catering for the needs of anyone looking for that necessary everyday item, something special, a gift or perhaps a specialist piece.

Knicker Lockers’ Mission is to establish itself as a market leader and to:

“Create an Aspirational Brand delivering Exclusive and Quality Products with Excellent Customer Service” and “Help Our Customer’s Find the Perfect Fit, Style and Size”

A Look at Knicker Locker

Knicker Locker Logo

Owners: Gemma Purnell and Nicholas Illes
Twitter: @knickerlocker
Instagram: @knickerlocker

Store’s Customer Service Philosophy

Knicker Locker founders Gemma Purnell and Nicholas Illes

Above: Gemma Purnell and Nicholas Illes.

With over 8 years of previous experience in the industry, Gemma loves the concept of great fitting, fashionable underwear. The majority of her experience is drawn from her time working in a small boutique brick and mortar lingerie shop where she learnt everything there is to know about bra fitting, design, trends and the fabulous brands the industry has to offer. She has an expert knowledge in Mastectomy bras and prostheses as well as Nursing and Maternity bras having worked with many customers in this regard. All of our call centers and distribution hubs are based in the UK, which means you can expect friendly, efficient and effective customer support when you need it most. We pride ourselves on offering exceptional customer service in helping each of our customers find the perfect fit, whether that be online, on the phone or via one of our excellent advice guides!

Our corporate identity is simple but effective and is applied to all protective packaging and dispatch material to ensure there is clarity and continuity throughout the customer experience. As an added extra we include free gifts, care leaflets, Breast Aware leaflets and delicate wrapping to ensure the customer is thrilled and made to feel special when opening up their Knicker Locker parcel.

The decadent Lyndsey Full Cup Bra is designed for fantastic shape and support with a colourful Art Deco inspired print. The perfect set for the Spring don't you think?? ☀️ #elomi #elomilingerie #knickerlocker #luxurylingerie #springfashion #springarrivals #purplehaze #purplelove #photooftheday #LingerieOfTheMonth

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Knicker Locker Social Media Approach

While our resource is limited we have been able to achieve an enormous amount with very little in the grand scheme of things. Our Social Media approach is simple yet effective with a focus on providing customers with engaging and helpful content as well as the latest news and ranges on the website.

Our Marketing Executive, Jessica, also writes blog posts for ‘Knicker Blogger’ that contain helpful and informative advice on all things lingerie, swimwear, nightwear and menswear! Her most recent blog posts have focussed on ‘Bridal Season’ and one of our brands ‘B.Tempt’d’.

Our social media followings are exceeding our expectations, we have over 7000 Facebook likes, 885 Twitter followers, 341 followers on Instagram and 142 followers on Pinterest.

Social Media is a major influence on our unique visitors and customers, so we will continue to engage with our followers to share and help them find luxury lingerie that fits perfectly.

List of Brands at Knicker Locker

Amoena, Bermies, B.Tempt’d, Cette, Elomi, Fantasie, Freya, Hanky Panky, Huit, Lepel, Lingadore, Magic Bodyfashion, Mish London, Moontide, Pull-In, Rhythm, Royce, Seaspray, Secret Weapons, Shock Absorber, Soak Wash, Tutti Rouge, Vanilla Night & Day, Wacoal, Waxx