Lemonade Dolls

Idea

Introduction

Lemonade Dolls is the UK’s first underwear subscription business that represents a new generation of young women and is all about female empowerment. Designing, manufacturing and selling a new brand of underwear because girls today no longer want underwear just to attract men. They want hassle free, positive, comfy underwear to help them take over the world.

Lemon, founder, performer and coach, started Lemonade Dolls as a community on Instagram with likeminded girls inspiring, supporting and motivating each other to live their dream life. The following increased rapidly and as the response was so positive it lead her to create a business. Much research later and understanding the huge gap in the underwear market, Lemon didn’t look back.

Our mission.....

Delivering powerful pants for badass girls to make them feel confident and strong.

Substantial accomplishments to date

- We’ve grown our revenue by 550% since January 2020*

- LD has 2,600 subscribers, 15k Dolls on our database and over 70k followers across LD and Lemon's on Instagram. We have a hardcore group of lifetimers who never leave us.

- Grazia described us as "A brand breaking the mould".

*Based on unaudited management accounts

- Our return rate is low at 2%, much lower than reported averages in the industry.

- We are changing the way brands feel about partnerships, helping each other and sharing audiences with brands such as Candy Kittens, Frank Body, Dr Paw Paw, Mooncup and Oh K!

- We have the support of hard hitting influencers including Sonny Turner (300k followers), Jess Megan (417k followers), Malin Anderson (702k followers).

- Our Soho House 'Tit Talks' (Think ted talks with tits!) proved very popular.

- When we launched LD online we also partnered with Topshop's flagship store in Oxford Circus!

Monetisation strategy

We are a direct to consumer e-commerce business that sells products through our subscription membership platform as well as one off purchases. With a solid supply chain and our sales margin average at 79%, we are quickly profitable**. 75% of our revenue comes from our subscription platform and we believe this convenient, hassle-free, affordable model is why we have been able to grow so quickly.

**Based on gross profit

Subscription is the new lifestyle choice and Lemonade Dolls delivers powerful pants straight through your letter box every month. Prolific press articles and opinion research was telling us that most girls felt negative when purchasing underwear and how badly it affected their self esteem. So it was important that our customers could also join an inclusive community of likeminded women. No more awful shop lighting or bad changing room moments, no more unrealistic or over sexualized images. The world has changed and we are doing something about it.

Use of proceeds

We are looking for external partners to join us in this exciting opportunity to make positive change and solve a problem that needs to be addressed. This is how we are planning to grow and build on what we have started:

- Develop the technology behind our subscription platform to increase flexibility and options for our members. Enabling our customer's flexibility to get exactly what they want is key to retention!

- Grow product offering for both subscription and one-off purchases. More options equal more revenue and higher LTV.

- Invest time in creating a huge presence in our virtual world The Dolls House: Connection with our Girl Army is everything.

- Continue to add more value to the membership by securing more partnerships, live events, discounts, and offers.

- Drive huge brand awareness through our digital marketing strategy and grow our ever-growing girl squad.

This investment round will give the company runway till April 2021 when it intends to raise a further funding round.