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Mission Statement

To be an international brand, famous for making the world's most comfortable underwear.

Responsibly created by women, for women.

Worn by millions everyday.

What we have achieved

In under 6 years we have sold a million pairs of knickers! And with 98% of our customers saying they’re the most comfortable they've ever worn that’s a lot of happy customers.

We have expanded our range to include wear withs and sleepwear.

Our customer life time value is £125 and our retention rate is 46% (yes we're talking jargon but these are good numbers and show the number geeks how much you love us!)

We became B Corp accredited in July 2022.

We are stocked globally in stores such as Selfridges, Bloomingdales, Revolve and Shopbop.

Featured on Oprah's Favorite Things 2023!

The Market

• The Global underwear market is worth $250b, expected to rise to $325.4b by 2025 (Allied Market Research).

• The underwear market was blown apart in 2017 with the #MeToo Movement – Market share of the major players has plunged by half in the last 5 years leaving market share up for grabs from challenger brands.

• S&S are seizing customers from the traditional boring and frumpy, not planet friendly brands and the brands that are too sexy, and designed for the male gaze.

• Women now prioritise comfort, inclusivity and dressing for themselves.

• Only 3% of underwear sustainably sourced – terrible for something we wear everyday and cannot buy second hand.

• In the 2008 recession sales of underwear grew – an essential item and small ticket item for mood lift. (Drapers Record).

The Product

• Knickers are always S&S focus and make up over 70% of sales. And of that black knickers are number one. This is exciting - a commodity where stock never dates, recession proof and an essential item. And where S&S is the best in the world.

• At its core, S&S sells one thing to women of all ages.

• Enables holding stock of best selling styles so always ready for upturns in volumes with no risk.

How can I invest in S&S?

If you are interested in investing in the future of S&S then please fill out the form below and we can answer any further questions you have directly and send you our full investment plan. Please ensure you have read and understand the risks involved in investing below.

This form is merely a show of interest and is not binding from either side.

What is the money raised used for?

We are looking to raise up to £2 million (circa £1.2m raised already) which will be used for business development, working capital and growth including investment in stock and marketing.

This raise will be the last chance for EIS eligibility.

The investment and risks

To make a profit on your investment, you will generally need to sell your shares for more than the amount you invested. In a best-case scenario, the value of your shares will rise in line with the growth of the business you invested in, and you will be able to sell your shares when the business floats on a stock exchange or is bought by another company (i.e. an exit event).

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio.  Please make sure you are aware of all the risks before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in the future.