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.

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.