Jul 7, 2021
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Nudea goes D2C on John Lewis webstore, adds new products

Jul 7, 2021

UK-based underwear brand Nudea is joining the John Lewis line-up next month with a new move that will see it selling direct to consumers on the department store chain’s webstore for the first time.


John Lewis’s lingerie buyer Jessica Paton said the retailer has been “impressed by the forward-thinking and considered approach the business is taking towards product development and sustainability”.

It’s a strong move for the firm less than two years after it was founded and the expansion in its distribution also comes at a good time as it’s adding new products to its line-up. They include what it says is an “innovative” fuller bust bralette, called The Easy Does It F-G, as well as a new Jade Sheer Deco collection.

The non-wired bralette has been developed by its fit specialists and uses a German-engineered supportive sports mesh with higher elastic modulus and all round firmness, wider straps and side wings and ballet back. It’s available initially in black Sheer Deco, which features a sustainable recycled nylon and elastane mix.  

Meanwhile, the new Jade Sheer Deco Collection comes in a microfibre fabric that uses 78% recycled nylon.

Nudea co-founder/CEO Priya Downes said it’s a new direction for us after customer feedback asking for more colours”.

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