Lingerie brand Myla relaunches through Selfridges, Net-A-Porter, Bergdorf

As intensive activity continues in the higher end UK lingerie and swim sectors, a name from the past is relaunching this week with Myla returning to the market on July 23.


Myla


It returns under the leadership of CEO Garry Hogarth, who was formerly Agent Provocateur CEO, and Creative Director Gregor Pirouzi, who previously worked at Helmut Lang, Vivienne Westwood and Atelier Versace.

The band has relaunched with a collection for AW18 featuring a full range of lingerie, nightwear, hosiery and ready-to-wear pieces. 

The company said that “Pirouzi has taken the brand in a fresh new direction, drawing upon inspiration from 1960s London, while offering a nod to the heritage of the brand.” 

And it's relaunching with a strong line-up of retailers on board. It will be available on Net-a-Porter, via a UK concession in Selfridges, and in Bergdorf Goodman in the US. The debut also comes with its own webstore and a standalone two-storey flagship on Brook Street in London is planned for next month.

The company said this flagship will be a “modern luxury retail space, designed to immerse the customer into the Myla world.”

And the plans for next season (SS19) include expanding the product offer into swimwear and accessories with both these categories being key high-end growth areas at present. 

The plans seem to have come together quite quickly with Hogarth only acquiring the brand earlier this year “having identified a gap in the market.”

He said he has “brought together a world-class team, to create a new lingerie brand focused on elegance and sophistication, for the woman of today.”

And that team certainly has a combined weight of experience in relevant sectors. Hogarth himself ran Agent Provocateur for 10 years up until 2016, and Pirouzi has a very strong luxury CV. 

For the Myla collection, he’s worked in partnership with Leila Habibi, Product and Supply Chain Director, and Jess Thompson, Head of Design.

Hogarth said: “I acquired Myla because I identified a gap in the luxury market. Women buying high-end lingerie want something different, and Myla is a brand that hones in on this. I brought together a core team of key people, that I have worked with before and trust.”

He added that the company aims to “open open key retail stores internationally over the next three-to-five years while developing a world class e-commerce experience.”

Pirouzi added: “With a slight nod to Myla’s past, I have essentially started from scratch and reimagined the brand defining fresh, new, feminine silhouettes. Myla encompasses the heritage of London, the city where the brand was born.”

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