ESOTIQ
Esotiq & Henderson · Poland
ESOTIQ is a Polish women's lingerie brand operated by the Esotiq & Henderson group. It sells lingerie through a large chain of stores in Poland and abroad and through online shops.
| Origin | Poland |
|---|---|
| Company | Esotiq & Henderson |
| Core product | Women's lingerie |
| Stores | 286 at end of 2017 |
| Website | esotiq.com |
What is ESOTIQ?
ESOTIQ is a Polish lingerie brand and the core business of the Esotiq & Henderson group, a publicly listed company. Women's lingerie is the brand's central product category.
Products and positioning
ESOTIQ focuses on women's underwear and lingerie, positioned in the accessible mid-market with fashion-led styling. The model and television personality Joanna Krupa has been closely associated with the brand, serving as its creative director and supporting its marketing.
Distribution
ESOTIQ has built one of Poland's larger lingerie store networks, operating its own and franchised stores. By the end of 2017 the chain had 286 stores, 23 of them outside Poland, with growth in Eastern Europe and a smaller presence in Germany. The group runs several online stores, with country storefronts serving:
- Poland
- Czech Republic and Slovakia
- Germany and Romania
- Ukraine
Group structure
Beyond lingerie, the group licensed the made-to-measure Henderson Shirts service to a partner and spun off a designer clothing business into a separate company in 2017, sharpening its focus on ESOTIQ.
Why it matters
ESOTIQ is an example of a Central European lingerie brand scaling through franchise-led retail and online storefronts across several neighbouring markets.
Frequently asked questions
Where is ESOTIQ from?
ESOTIQ is a Polish lingerie brand operated by the Esotiq & Henderson group.
Who is the creative director of ESOTIQ?
Model Joanna Krupa has served as ESOTIQ's creative director and is closely associated with the brand.