In 2003, after much heated bidding from huge high street names such as Marks & Spencer, Top Shop, Miss Selfridge, Debenhams and New Look, Damaris launched the long-awaited diffusion line Mimi Holliday - mainline-inspired designs at a more affordable price. Rather than run the risk of losing control of the name, designs and profits, Damaris kept Mimi in-house but struck a deal with House of Fraser who exclusively sold the label through 25 stores nationwide. The first season was an immediate success and beat mid-market competitors like; Love Kylie, Gossard and Calvin Klein.
Long out of it's original contract, Mimi Holliday now stands alone as a label and is as well known as Damars - adding Mimi Holliday Beachwear to the stable in spring-summer 08. Recently, production has taken a huge leap with units doubling per season and turnover increasing by 72%.
The twice-annual collections are distributed through 100 global boutiques and department stores, from Russia to Australia including the prestigious Barneys and Henri Bendel's of New York and England's own Top Shop where it's the best-selling lingerie label and all branches of Harvey Nichols. Ever eager to expand, they have recently appointed new European agents to make sure Austria, Belgium and Czech Republic are next on the lingerie hit list.
Online the entire collections are available at damaris.co.uk. Figleaves.com is such a long-term and loyal buyer we have collaborated in designing their exclusive 10-year anniversary set, and picked from all their brands to commemorate 100 Years of the Bra. Mimi has recently been taken on by net-a-porter where the label outsold all its competitors during the first season.
Mischa Barton, Kirsten Dunst Pamela Anderson, Sophie Dahl, Christina Aquillera Sadie Frost, Jade Jagger, Angelina Jolie, Alicia Keyes, Nicole Kidman, Courtney Love, Kelly Osborne, Liberty Ross Claudia Schiffer, Liv Tyler