The pandemic brought to the fore the vulnerabilities of the supply chain and tested the abilities of businesses to adjust rapidly. B2B e-commerce had been hit badly causing them to lose consumer trust and affecting their business continuity. As a result, wholesalers started expanding into a B2C model to create additional modes of revenue. One of them was a women’s luxury lingerie brand Hanky Panky owned by CM Delta group of Companies. Between October and November 2020, we helped them release their first B2C site in the UK.
Hanky Panky is a women’s lingerie brand that specializes in manufacturing “World’s Most Comfortable Thongs” for white-collar women. Their celebrity devotees include Rihanna, Cher, Cameron Diaz, Kim Kardashian West, and the likes. The company was founded in 1977 by two friends Lida Orzeck and Gale Epstein. Hanky Panky bottoms sell at an average of one panty a second across the globe. This makes up tens of millions of bottoms each year.