Playful Promises
Playful Promises is a London-based lingerie and swimwear company founded in 2004. It sells its own labels online in 90 bra sizes and UK dress sizes 8 to 26, and also designs and manufactures for other retailers.
| Founded | 2004 |
|---|---|
| Headquarters | London, United Kingdom |
| Sizing | 90 bra sizes, UK 8 to 26 |
| Own factory | Foshan, China |
| Own labels | Playful Promises, Wolf & Whistle, Regalia |
| Website | playfulpromises.com |
What is Playful Promises?
Playful Promises is a British lingerie and swimwear business founded in 2004 and based in London. It operates as an e-commerce company with its own factory in Foshan, China, supplemented by partner factories.
Products and positioning
The company offers lingerie and swimwear in 90 bra sizes and UK dress sizes 8 to 26, putting inclusive sizing at the heart of its offer. Its portfolio of own labels includes:
- Playful Promises
- Wolf & Whistle
- Regalia and Deja Day
- Collaborations such as Gabi Fresh X Playful and Felicity Haywood X Playful
- Peek & Beau, a swimwear label sold exclusively at ASOS
Distribution
Playful Promises sells directly through its own webshop and also works through wholesale and concession arrangements. In addition, it offers design and manufacturing services for lingerie, swimwear and activewear, and has produced for high street names including River Island, Whistles and ASOS.
Why it matters
By combining its own brands with a manufacturing arm, Playful Promises operates as both a consumer label and a supplier, a vertically integrated model that is unusual among smaller British lingerie companies.
Frequently asked questions
Where is Playful Promises based?
Playful Promises is based in London and runs its own factory in Foshan, China.
What brands does Playful Promises own?
Its own labels include Playful Promises, Wolf & Whistle, Regalia and Deja Day, plus the ASOS-exclusive swimwear label Peek & Beau.