Pretty Wild Lingerie

Pretty Wild is a luxury lingerie brand from the Netherlands, founded in 2011 by Firouzè Akhbari.[3][2] The company was acquired in 2015 by Sparotica SPQR Limited (formerly MRH Sparotica Groupe).[1][4][5]

Pretty Wild
TypePrivate
IndustryApparel
Founded2011 (2011)
FoundersFirouzè Akhbari
Headquarters
Amsterdam
,
Netherlands
Key people

Richard Kisembo (Chief Executive Officer)[1][2]
ProductsLingerie, Bra’s, Panties, Garter (stockings)’s, Corset’s, Hosiery, Bikini’s, and Perfume
OwnerSpaRotica SPQR Limited[1][2]
Websitewww.prettywild.nl

History

2011—2015: Foundation Years

From 2011, Firouzè Akhbari crafted Atelier lingerie pieces for limited clients, garnering Lady Gaga as a client.[6][7]

In 2013, Pretty Wild presented its first broadly distributed lingerie collection which featured lace from France and Italy.[3]

In 2014, the company secured a longtime Private label production agreement with Moldova based lingerie manufacturer Olga Ceban Apparel with the assistance of The United States Agency for International Development.[8]

In January 2015, Pretty Wild made its fashion week debut in Amsterdam, presenting at Mercedes-Benz Fashion Week Amsterdam.[9][10]

2015—Present: Acquisition by Sparotica SPQR

In December 2015, Pretty Wild filed for bankruptcy.[11][12]

In late December 2015, Sparotica SPQR (formerly MRH SpaRotica Groupe) acquired Pretty Wild for an undisclosed sum and began expanding its retail, with a planned 40 stores and China ecommerce over a five years.[4][13]

Marketing

Broadcast Events

In March 2015, Pretty Wild's Fashion Week Amsterdam debut was broadcast on Fashion One.[14]

In September 2016, Pretty Wild was the subject of Episode 4 of 2017 Holland's Next Top Model (cycle 9) hosted by Anouk Smulders.[15][16]

Campaigns

The inaugural Pretty Wild campaign debuted in Fall 2013, and was shot by famed photography duo Ronald Stoops & Inge Grognard.[6][17] Ronald Stoops & Inge Grognard are notable in supporting established and emerging Benelux designers, including members of the Antwerp Six Dries Van Noten, Dirk Bikkembergs, Walter Van Beirendonck, Dirk Van Saene and Martin Margiela.[18]

For Fall 2014, the collaboration between Pretty Wild, Ronald Stoops & Inge Grognard continued into a series of lifestyle images.[19]

For Fall 2017 Pretty Wild enlisted photographer Fabrizio Rainone for an ad campaign called “Aristo Rock,” which was shot in the royal suite of the InterContinental Amstel Amsterdam.[20][21]

References
  1. "MRH SPAROTICA Groupe adquiere la compañía de lencería de lujo Pretty Wild" [MRH SPAROTICA Groupe Acquires Pretty Wild luxury lingerie company] (in Spanish). Spain: Punto & Seguido / Intima Moda Magazine. 10 May 2016. Retrieved 20 December 2017.
  2. "MRH SpaRotica Groupe - Company Snapshot". The Business of Fashion. Retrieved 8 February 2018.
  3. "New Brand Pretty Wild Lingerie: Sexy, Sophisticated & Luxurious". Underlines Magazine. August 8, 2013. Retrieved January 10, 2018.
  4. "List of Newly Incorporated /Registered Companies and Companies which have changed Names" (PDF). The Government of Hong Kong Companies Registry. Retrieved 2 February 2018.
  5. "MRH SpaRotica Groupe: Private Company Information - Bloomberg". Bloomberg L.P. Retrieved 8 February 2018.
  6. "Pretty Wild lingerie!" [Pretty Wild lingerie!] (in Dutch). Netherlands: Koffietijd. Retrieved 10 December 2017.
  7. Van de redactie (21 August 2014). "Lingerieontwerpster Firouze Akhbari: Vurig en Pretty Wild" [Lingerie Designer Firouze Akhbari: Ardent and Pretty Wild] (in Dutch). Netherlands: De Stad Amersfoort. Retrieved 10 December 2017.
  8. "Annual Report Year Four FY2014" (PDF). USAID. Retrieved 6 February 2018.
  9. "Koffietijd bij de Fashionweek Amsterdam" [Coffee Time at Fashion Week Amsterdam] (in Dutch). Netherlands: Koffietijd. 28 January 2015. Retrieved 7 February 2017.
  10. "Pretty Wild Lingerie Autumn/Winter 2015-2016" [Pretty Wild Lingerie Autumn/Winter 2015-2016] (in Dutch). Netherlands: Glamour. 27 January 2015. Retrieved 10 December 2017.
  11. Laffite, Michel Pierre (12 December 2015). "Het Eide Van Pretty Wild LIngerie Is Het Begin Van Firouzè" [The End of Pretty Wild is the Beginning of Firouzè] (in Dutch). Netherlands: Linda Magazine. Retrieved 20 December 2017.
  12. "Insolvenz Pretty Wild Lingerie B.V." [Insolvency of Pretty Wild Lingerie B.V.] (in Dutch). Netherlands: Faillissement Dossier. 22 October 2015. Retrieved 20 December 2017.
  13. "MRH Makes First Intimates Acquisition". License Global. License Global. December 14, 2015. Retrieved January 14, 2018.
  14. "Pretty Wild Lingerie Mercedes Benz Fashion Week Amsterdam Fall Winter 2015". Fashion One. Fashion One. March 22, 2015. Retrieved January 6, 2018.
  15. "Holland's Next Top Model Aflevering 4" [Holland's Next Top Model Episode 4] (in Dutch). Netherlands: Holland’s Next Top Model. 25 September 2016. Retrieved 10 December 2017.
  16. "Holland's Next Top Model" [Holland's Next Top Model] (in Dutch). Netherlands: TV Guide Holland. 25 September 2016. Retrieved 10 December 2017.
  17. "Pretty Wild Lingerie Fall 2013 AD Campaign". The Impression. The Impression. December 4, 2017. Retrieved January 6, 2018.
  18. "Inge Grognard // Ronald Stoops". Dazed & Confused. Dazed & Confused. October 14, 2010. Retrieved January 21, 2018.
  19. "Pretty Wild Lingerie Fall 2014 AD Campaign". The Impression. The Impression. December 4, 2017. Retrieved January 6, 2018.
  20. "Pretty Wild Lingerie Fall 2017 Ad Campaign". Modini DNY. Modini DNY. December 15, 2017. Retrieved January 6, 2018.
  21. "The Best Ads of Fall 2017 Intimates". The Impression. The Impression. December 20, 2017. Retrieved January 6, 2018.
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