Similar to Beate Uhse in Germany, Christine le Duc has been a household name in the Dutch retail landscape for years. For many, the brand still has the image of “a dusty sex shop,” says brand manager Alissa Askander, but that should change with the rebranding that has begun. “Christine le Duc has been fashioned from a male vision for too long. The brand is now dedicated to the female vision of what is sexy,” she explained in the video call with FashionUnited.
Christine le Duc was acquired about a year and a half ago by the Eqom Group, which wants to take the brand to a new level, according to Askander. “The brand has long viewed women as objects of man’s desire. It’s outdated, so it’s time for a new brand identity. We want to help women to discover their own sexuality.”
Rebranding Christine le Duc: “We want to be a friend who both advises and encourages.”
With the rebranding of Christine le Duc comes a new visual identity. These include different types of women in terms of body shape and age, among others. In the lingerie collection, the rebranding is reflected, among other things, in the products that are aimed at the different needs of women. For example, there is lingerie and underwear “for everyday use, but also for an exciting night,” according to the brand manager.
Christine le Duc has also included menstrual underwear in the range, “because during menstruation, women sometimes find it difficult to feel sexy and self-confident,” says Askander. Of course, the range also includes sex toys that fall into the sexual wellness category.
Overall, Christine le Duc aims to become a mainstream brand without losing the eroticism that it is traditionally known for. “We want to be accessible to every woman. Our broad collection and our price level contribute to this. We’re the friend you turn to for advice, but who also encourages you to try new things,” says Askander. “We want to offer inspiration and encourage women with it.”
At the moment, Christine le Duc’s main focus is on e-commerce. After several store closures in recent years, the brand still has two stores of its own. In addition, it is also sold at other retailers. “We believe that we can connect online and offline through events and campaigns. In this way we want to be accessible and reach more women.”
This article was published on FashionUnited.nl. Translation and editing: Barbara Russ