Playful Promises

Retail Apparel and FashionEngland, United Kingdom11-50 Employees

Playful Promises is a London-based omni-channel retailer in the apparel and fashion sector, focused on lingerie and swimwear. The company distinguishes itself by offering a wide size range, including 90 bra sizes and UK dress sizes 8–26, designed to suit different body types and occasions across multiple price points. It operates through both online and physical channels to reach customers and support its brand portfolio.

The business markets several brands—Playful Promises, Wolf & Whistle, Bettie Page, Luxe Palm, and Peek & Beau, the latter available exclusively through ASOS. It also provides design and manufacturing services for lingerie, swimwear, and activewear to high-street retailers, with production carried out in its Foshan factory and partner facilities. The company has partnered with major UK retailers such as Arcadia, River Island, Whistles, and ASOS. In November 2022, Playful Promises ran a Black Friday sale.

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