British sustainable underwear and sleepwear brand, Nudea is celebrating its 5th birthday this month with an array of brand partnerships and initiatives. Since its inception in 2019, Nudea has been committed to redefining comfort, sustainability, and style for modern women. As the B Corp certified brand marks this significant milestone, Nudea’s CEO & Founder, Priya Downes reflects on key business lessons learned on the journey so far …
1. Embracing Sustainability: Becoming a B Corp Certified Brand
“Over the past 5 years, sustainability has gone from a nice-to-have to a must-have. With the EU now introducing legislation on the requirements of Digital Product Passports, it’s never been more important to be transparent and responsible on how businesses conduct their operations. Nudea was born from the need to reimagine underwear as a category that we should care about, from embracing comfort to not compromising on style and fit. Buying quality and buying less goes hand-in-hand with creating better habits for a more sustainable future.”
“Since launch Nudea has been a trailblazer in the underwear category and leading the industry on sustainable practices including achieving B-Corp certification early on in the brand journey, offering bra recycling on bras from any brand and publishing carbon emissions for every product. Becoming B Corp certified was a significant achievement for us. As a brand, we believe that transparency is trust and being B Corp holds us accountable for everything we do, encouraging us to constantly strive to do better not just for the planet but the people living on it.”
2. Expanding into sleepwear and beyond
“Having launched with bras and briefs only in 2019, we have adapted and embraced new categories. Since lockdown, there has been a rapid transition in what people are prioritising and comfort is now top of the list – something that has played into our ethos. Non-wired and seamless styles are growing in popularity and this is reflected in our ever-expanding product offering. We have expanded into fabrics such as organic cotton and now offer more and more hybrid products that straddle inner and outerwear.”
“In 2022, we launched our first capsule sleep collection, crafted in India, made from 100% organic cotton and designed for bed and beyond. We saw early success with our sleepwear due to the versatility of the pieces which can be worn as cover ups on holiday which hit a spot in the market, particularly with retailers looking for something new for their sleepwear collections. Sleepwear is a growing opportunity for us and we have plans to push into new categories in intimates and loungewear with product ranges made with innovative fabrics that provide benefits to skin, health and wellness.”
3. Navigating the Challenges of Raising Investment
“Securing investment has been one of the most challenging aspects of launching and growing a business, particularly since Covid. At the height of the DTC boom in 2018/19, consumer brands were en-vogue with lots of brands promising explosive growth on shaky fundamentals and inflated valuations. A post-pandemic correction coupled with high interest rates has pushed investors away and rightly so. It’s never been harder for a consumer brand to raise investment but it means that the ones that are left are forced to grow in a more fiscally responsible way, with eyes on the top and bottom line. The brand has attracted several rounds of funding from prominent investors who believe in Nudea’s potential to transform the underwear and sleepwear market. Raising investment was not just about securing capital; it was about finding partners who share our vision for a sustainable and inclusive future.”
4. Wearable Wellness
“Wellness and community are at the heart of Nudea’s ethos. Nudea was founded with an unwavering commitment to offer fit, comfort and style – no compromise. I wanted to bring joy to underwear drawers and reinvent how women feel each day. Underwear is the layer closest to your skin so it should be a considered and careful choice – Nudea underwear has always been crafted with this in mind and designed with premium fabrics that stretch, move and are kind to your body and skin. A kind of wearable wellness. As we have expanded our product ranges into lounge and sleepwear this commitment remains unchanged. Wearable wellness has become an integral part of our brand’s DNA with sustainability playing a key part in this.”
As Nudea celebrates its 5th birthday, the brand looks forward to continuing its journey of growth, innovation, and positive impact. Priya Downes concludes: “As we look to the next five years and beyond, I look forward to seeing how our wellness journey will transform, not only through our expanding product offerings and sustainability practices but also our commitment to empowering our customers to create lasting, positive habits for a more balanced future.”
