Womenswear brand Pour Moi partners with Wunderkind to grow its DTC offer

Size inclusive lingerie and swimwear brand, Pour Moi, has partnered with performance marketeer Wunderkind, to help further grow its first-party data collection to optimise its direct to consumer (DTC) sales channel, which already accounts for 58% of its business.

Pour Moi’s partnership with Wunderkind is intended to grow marketable customer data and email lists, optimise customer engagement and build deeper shopper relationships via personalisation techniques – all in order to support its DTC growth targets.

Launched in 2006, the lingerie brand has rapidly expanded its offer into swimwear, sportswear, and women’s clothing and now has wholesale retail partners such as Next, Very, Asos and Zalando.

However, the pandemic boosted its DTC channel, and the retailer is now keen to further grow this element of its business. In 2022, Pour Moi posted a 154% increase in e-commerce website sales compared with its 2019 figures, making DTC responsible for almost three-fifths of its business at present.  

Wunderkind can scale with the retailer’s DTC expansion plans. From a technology perspective, its offering has slotted neatly into Pour Moi’s tech stack, offering ease of integration and additional functionalities compared to the previous marketing solution.

Leveraging Wunderkind’s proprietary Identity Network, Pour Moi will now be able to identify a much greater proportion of its non-logged-in website traffic, increase the rate at which it can capture new customers’ first-party data, and enhance brand-rich personalisation with shoppers on-site and via its email channel. 

The collaborative nature of the onboarding process has already made it clear that Wunderkind’s team will add significant expertise, as they are specialists in driving high-converting, behaviourally triggered, 1:1 messaging campaigns, both on-site and across key owned channels, such as email.

“From the very first conversations, the openness of the Wunderkind team was really refreshing – and it became clear very quickly that they were experts within this space,” said Nicola Cosens, Chief Marketing Officer (CMO) at Pour Moi. “This meant that on day one, we already felt confident we could achieve our ambitions and goals.”

“We’re genuinely excited by our partnership with Wunderkind, especially as we’ve seen the success other retail partners have experienced,” she continued. “Key for us will be working with Wunderkind to better understand who our customer is, what motivates her and how she wants to interact with our brand so we can create personal and curated customer journeys for each shopper.”

Commenting on the deal Wulfric Light-Wilkinson, GM International at Wunderkind, said: “Pour Moi has already seen phenomenal growth, thanks to its unique vision, values, and brand, as well as its retail offer and on-point ranging.”

“By unlocking personalisation at scale, it can get to know and understand its customers even better, helping it to deliver the rich and relevant personalised shopping journeys needed to underpin further growth. We’re really excited to drive revenue and performance for them in this next phase of their journey.”