Livy, the French premium lingerie brand, expects to exceed €24 million in gross revenue this year. Since its start in 2017, the company has grown steadily, thanks to strong sales and the opening of new stores in France and internationally.
Lisa Chavy founded Livy, and the brand quickly stood out in the high-end lingerie market with its mix of glamorous lingerie, ready-to-wear, and lifestyle products. Supported by Etam and Vog, Livy has become a leading new luxury brand in France, known for its sensual yet modern style.
To accelerate development, Livy brought in Julie Pellet, formerly of Meta, as Managing Director in 2024. Less than a year later, Pellet has stepped down, with Chavy confirming the decision was amicable. “We’re still very much on the same wavelength, but it was a little early in the company’s trajectory to introduce a managing director role,” said Chavy. “I’m focused on upgrading our teams’ skills and strengthening our leadership in retail, wholesale, and digital.”
Livy has now named Audrey Azria, who was Head of Retail for Western Europe at Agent Provocateur, to lead its retail division. This move shows Livy’s renewed focus on international growth. The company is also hiring in digital and wholesale to boost online sales and build partnerships with global department stores.
After a recent funding round, Livy is shifting its focus to a more upscale market. To match this new direction, the brand has closed boutiques in Beaugrenelle and Passy in Paris that no longer fit its luxury image. At the same time, it has opened stores in high-end locations like Monte Carlo, Nice, and Saint-Tropez, where revenues have more than doubled compared to last year.
“We’re now performing best with stores placed alongside luxury labels,” Chavy said. “Our swimwear range has been extremely successful, especially in coastal markets like Saint-Tropez and Marbella.”
Livy plans to keep growing internationally by opening a new boutique in Courchevel this winter, a second store in London, and new locations in Milan and Rome. These openings are an important step in making Livy a European luxury brand with global goals.
Livy is becoming one of France’s most dynamic modern luxury lingerie brands, thanks to strong sales, a clear brand identity, and growing international reach. The company blends sensual French design with a global business outlook.
