About Naughty Knickers
Fifteen years. Two sisters.
Curating Desire, since 2011.
Sarah founded Naughty Knickers in 2011 because she couldn’t find what she was looking for.
She wanted a place where the great French ateliers — houses with generations of artistry behind them — could sit alongside directional, design-led brands bringing something new to lingerie. A selection with elegance, imagination and a little mischief.
She thought someone should create it. She decided it should be her. She went to Paris. She built the relationships. She introduced many of these houses to a new audience here.
Among them was Maison Close — now known as Scandale — which was virtually unknown in the UK when she first encountered it. Naughty Knickers previously served as its exclusive UK distributor, helping introduce its distinctive vision to British customers. Today, we continue to stock the house’s collections under the Scandale name.
Cadolle, the historic Parisian couture lingerie house founded in 1889, is available in the UK exclusively through us.
Fifteen years of relationships built one conversation at a time.
Emma joined in 2016. Between us, we share the buying — every brand decision, every season, every piece that makes the final edit is a conversation between two people who care about this in equal measure. Emma also runs our operations with a quiet, exacting competence that keeps everything moving, without fuss. The business works as well as it does because of her.
In 2023, Naughty Knickers was named E-Tailer of the Year at the Stars Best Shop Awards, organised by Underlines Magazine. In November 2026, we were delighted to receive the award for a second time. To be recognised twice by the lingerie industry is something we're incredibly proud of, particularly as an independent, founder-led retailer.
We are not the largest lingerie retailer in the UK. We have no interest in being. Our ambition is a considered selection, with each brand chosen for the perspective it brings and each piece earning its place. Parisian elegance, a playful spirit, something a little daring — these are the things we return to.
Every brand we stock, we have a relationship with. Every piece we carry, we have thought about.
That is the edit. That is the point.
We buy for a woman who knows what she likes, but still enjoys discovering something unexpected. Over time, we hope to become the people whose taste she trusts.
— Sarah & Emma
Naughty Knickers was founded in 2011 in Newcastle upon Tyne and is now based in Chelmsford, Essex. We are proudly independent, family-run, and entirely independent. We ship across the UK and internationally.