Damaris prevails as the ‘international player’ for lingerie
On the 13th May 2010, Europe’s biggest exhibition organizers, media partners and
fashion players gathered at The Landmark London for The UK Fashion & Textile Export Awards. Presented since 1986 by HRH The Princess Royal, President of the UKFT and the event’s organizer, the awards are the fashion industry’s very own Oscars to recognise outstanding sales performance beyond the UK domestic market.
Damaris was the official winner in the lingerie/beachwear category, sponsored by
Salon International de la Lingerie, the prize was a stand at Mode City Paris in September. This prestigious award was granted to a small and thriving business whose growth is dependent of representing Britain in international trade. Of the two brands under Damaris Ltd, Damaris, and particularly the diffusion line- Mimi Holliday,has seen extensive development in export season on season.
Since 2007, Mimi Holliday Collections have increased in stories and styles by 300%, offering 16 stories and two continuity lines. An 188% increase in sales over the past year is directly linked to the continued commitment and growing investment into four annual trade shows. Such events not only support the growth of current accounts, they also allow crucial contact with new customers, from which there is vast demand to see the collections first hand.
The deputy director of UKFT, Paul Alger, described prior to the event that being shortlisted for, or even winning an award, “tells the world unequivocally that the business is an international player and is a great encouragement to all who work for a successful exporter by recognising the contribution of the whole team”. The event was hosted by actress and campaigner Joanna Lumley, who was also keen on receiving her ‘Absolutely Fabulous’ Damaris underwear.