The history of Figleaves epitomises the frontier spirit found in the 1990s dot.com boom.

Figleaves is perhaps one of the most aptly named underwear companies around and certainly one of the most successful.

It grew from an idea from two men in 1995 who were on the look-out for an entrepreneurial project. One of the team was Daniel Nabarro and after being approached by his now partner, they set about creating an online shopping business right in the very early days of the web. Nabarro reckons that at the time, there were only some 20 similar businesses out there, all trying to do their best on a very rudimentary internet.

In 1998 they launched easyshop.co.uk, which focused on women. They guessed correctly that women do most of the purchasing in a household and that if targeted correctly, they could prove a lucrative market. Initially they sold lingerie and perfume. It only amounted to some 300 products, but once their first orders were coming in – only a trickle at first – they realised that they were at least onto something significant.

Another piece of the jigsaw came at the turn of the new century when they acquired the URL Figleaves.com; which allowed them to finally create a brand identity that reflected their light tough in business and their desire to offer customer satisfaction at all costs.

From those small beginnings in 1998, Figleaves.com is now the world’s largest online seller of branded intimate apparel for woman, men and children. They offer complete ranges of branded underwear, swimwear, exercise-wear, nightwear and hosiery. Ranges go from the competitively priced Wonderbra, to designer names like La Perla.

Figleaves prides itself on the understanding that men and women come in all shapes and sizes, and that they offer just the right article and price for so many of their customers. They boast that they offer a truly magnificent choice of apparel. They also offer a great returns policy, meaning that people can buy online with a great deal of confidence.

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