Myla
Myla is a luxury lingerie brand born in London. It sells lingerie, hosiery and nightwear, and was relaunched in 2018 under chief executive Garry Hogarth.
| Origin | London, United Kingdom |
|---|---|
| Category | Luxury lingerie |
| Relaunch | Autumn Winter 2018 |
| Chief executive | Garry Hogarth |
| Website | myla.com |
What is Myla?
Myla is a London lingerie brand positioned in the luxury segment, selling lingerie, hosiery and nightwear.
History
In 2018 the brand was acquired by Garry Hogarth, who had previously led Agent Provocateur for ten years. Under Hogarth as chief executive and Gregor Pirouzi as creative director, Myla returned to the market for Autumn Winter 2018 with a refreshed collection that also included some ready-to-wear pieces, with swimwear and accessories to follow. Hogarth brought a decade of experience in running a luxury lingerie business to the brand.
Distribution
The relaunch included a two floor store on Brook Street in Mayfair, a new global e-commerce site and wholesale distribution through Net-a-Porter, with concessions at Selfridges in London and Bergdorf Goodman in New York.
Why it matters
Myla's revival is an example of an established British luxury lingerie name being rebuilt by an experienced category operator, combining a flagship store with luxury department store and online partners to regain visibility.
Frequently asked questions
Where is Myla from?
Myla is a luxury lingerie brand born in London.
Who owns Myla?
Myla was acquired in 2018 by Garry Hogarth, former chief executive of Agent Provocateur, who leads the brand.