Mimi Holliday
Underwear & Lingerie
Mimi Holliday is the diffusion brand of Damaris luxury lingerie label. It consists of both a women and a men collection. The first one is Mimi Holliday, while the other one is called Max Holliday. ...
Mimi Holliday is the diffusion brand of Damaris luxury lingerie label. It consists of both a women and a men collection. The first one is Mimi Holliday, while the other one is called Max Holliday. In 2003, after much heated bidding from huge high street names such as Marks & Spencer, Topshop, 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.Brand Details
Founder
Damaris Evans
Designer
Damaris Evans
from
2003to
PresentBrand Strategy
Market segment
Diffusion
Core business
Underwear & Lingerie
Targets
Men, Women
