What Love Stories does

Love Stories B.V. is a Dutch lingerie and intimate apparel brand founded in 2013 in Amsterdam by interior stylist Marloes Hoedeman. The company designs, produces, and sells women's lingerie (bralettes, bras, briefs, bodysuits), ready-to-wear "Whateverwear" (tops, bottoms, dresses, loungewear), swimwear, and accessories, organized under sub-brands including Essentials, the Responsible Collection (Planet Love), and Bridal. The product portfolio centers on a signature 'perfect mismatch' aesthetic mixing materials, colors, and silhouettes, and targets women seeking comfortable, expressive alternatives to traditional shapewear or push-up bras.

The company operates an omnichannel distribution model. Direct-to-consumer e-commerce is served through lovestoriesintimates.com with localized country domains for Germany, Spain, Australia, Belgium, France, and Italy, plus DDP shipping within the EU. Owned retail comprises 15 boutiques across the Netherlands, France, the UK, Spain, Germany, and Belgium, anchored by the Amsterdam flagship on the Herengracht. Wholesale distribution places the brand in premium European department stores including Selfridges, Le Bon Marché, Galeries Lafayette, de Bijenkorf, Breuninger, and KaDeWe. Pricing ranges from approximately €30 for basic items to €250 for premium cashmere pieces, with periodic sales at roughly 50% off and a 20% newsletter-acquisition discount.

The business is operated as a privately held Dutch B.V. with no disclosed institutional investors, external funding rounds, or parent company; ownership remains with founder Marloes Hoedeman. Headcount is reported at 51-100 employees. Revenue is not publicly disclosed. Operational technology is standard e-commerce infrastructure — Adyen, PayPal, Klarna, and iDeal for payments; Google Analytics; Gorgias for customer service; WhatsApp and live chat for customer contact — with no proprietary technology or disclosed AI capabilities. The company holds no disclosed patents or trademarks, and certifications are limited to GDPR compliance and WCAG 2.1 AA web accessibility.

Name

Love Stories

Legal name

Love Stories B.V.

Website

https://lovestoriesintimates.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Love Stories B.V. is a Dutch lingerie and lifestyle brand founded in Amsterdam in 2013, designing and selling women's lingerie, ready-to-wear, swimwear, and accessories through DTC e-commerce, 15 owned European boutiques, and wholesale partnerships with premium department stores.

Ownership category

akta.pro rank

Product category

Lingerie and Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Intimates, Hosiery & Sleepwear Wholesale (CRAOADAG)

Keywords

• Women's lingerie
• Intimate apparel
• Bralettes and briefs
• Ready-to-wear loungewear
• Swimwear and beachwear

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices12 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Love Stories generates revenue through direct sales of lingerie, ready-to-wear, swimwear, and accessories via owned e-commerce website and retail boutiques. Products are sold at full retail price with periodic sales and promotions.
2. Wholesale Distribution: Revenue generated through wholesale partnerships with premium department stores and retailers across Europe including Le Bon Marche, Galeries Lafayette, de Bijenkorf, Breuninger, KaDeWe, and Selfridges.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Love Stories designs, manufactures, and sells women's lingerie (bralettes, bras, briefs, thongs, bodysuits), ready-to-wear Whateverwear (tops, bottoms, dresses, co-ord sets, loungewear, pyjamas, sportswear), swimwear (bikinis, swimsuits, beachwear), and accessories (jewellery, bags, sleeping masks, lingerie care). The brand sells directly to consumers through its own e-commerce platform and 15 owned boutiques across Europe, plus wholesale to premium department stores.

Product overview

Love Stories is a Dutch lingerie and lifestyle brand founded in Amsterdam in 2013 by Marloes Hoedeman. The company offers a unified product portfolio centered on lingerie (bralettes, briefs, bodysuits), ready-to-wear Whateverwear (tops, bottoms, dresses, co-ord sets, loungewear), swimwear (bikinis, swimsuits, beachwear), and accessories. Collections are organized under sub-brands including Essentials (core basics), Responsible Collection/Planet Love (sustainable pieces), and Bridal. The brand sells through direct-to-consumer e-commerce, company-owned boutique stores across European cities (Amsterdam, Paris, Madrid, Berlin, London, Antwerp, Barcelona, Cologne, and others), and wholesale partnerships with retailers like Le Bon Marché, Breuninger, KaDeWe, and Selfridges.

Differentiator

Problem solved

Functional benefit

Products and services

• Lingerie (Bras & Bralettes) Core lingerie collection of padded bralettes, unpadded bralettes, wired bras, sporty bralettes, and bodysuits in lace, satin, and jersey for women seeking comfortable, stylish everyday intimate apparel.
• Briefs & Thongs Bottom pieces including briefs, thongs, and multipacks in various styles and colors, designed to complement the brand's bralette collections for women.
• Whateverwear (Ready-to-wear & Loungewear) Ready-to-wear and loungewear collection including tops (shirts, sleeveless, short sleeve, long sleeve, sweaters), bottoms (shorts, boxershorts, pants, leggings), dresses and skirts, co-ord sets, loungewear, pyjamas, and sportswear, designed as versatile pieces that can be worn as outerwear or as a hidden first layer.
• Swimwear Swimwear collection including bikinis (unwired tops, wired tops, and bikini bottoms), swimsuits, and beachwear for women, extending the brand's aesthetic into vacation and beach contexts.
• Accessories Accessories including jewellery, lingerie care products, bags, body accessories, and sleeping masks, designed to complement the brand's lingerie and ready-to-wear collections.
• Essentials Collection Sub-brand of foundational core basics forming the everyday wardrobe staples of the Love Stories assortment.
• Responsible Collection (Planet Love) Sustainably focused sub-collection using eco-friendly materials and ethical production methods within the Love Stories assortment.
• Bridal Collection Wedding and bridal-themed lingerie pieces offered as a dedicated sub-collection within the Love Stories assortment.
• Rotate x Love Stories Lingerie Collection Co-developed collaboration collection with Copenhagen-based fashion brand Rotate, featuring lace bralettes, briefs, thongs, silky tops, and shorts priced €45–€200, marking Rotate's first entry into lingerie.
• Owned Retail Boutiques 15 company-operated retail boutique stores across European cities including the Amsterdam flagship (Herengracht), Amsterdam Archive, Antwerp, Barcelona, Berlin, Bruges, Cologne, Ghent, Knokke, Leuven, London Archive, Madrid, and Paris, where customers can purchase the full Love Stories assortment in person.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• RotateminorStrategic or Co-development Partner · 26 February 2026Copenhagen-based fashion brand Rotate collaborated with Love Stories to launch Rotate's first lingerie collection. The 12-item collection features lace bralettes, briefs, thongs, silky tops and shorts, priced between €45 and €200. Collaboration was teased during Rotate's spring 2026 runway show in Copenhagen.
• Le Bon MarchécoreChannel Partner/ Reseller/ DistributorPremium Parisian department store serving as a key wholesale stockist for Love Stories products in France.
• Galeries LafayettecoreChannel Partner/ Reseller/ DistributorMajor French luxury department store chain featuring Love Stories lingerie and ready-to-wear collections.
• de BijenkorfcoreChannel Partner/ Reseller/ DistributorPremium Dutch department store chain featuring Love Stories products at their flagship Amsterdam location.
• BreuningerminorChannel Partner/ Reseller/ DistributorGerman luxury department store chain carrying Love Stories collections.
• KaDeWeminorChannel Partner/ Reseller/ DistributorIconic Berlin-based luxury department store featuring Love Stories products.
• SelfridgescoreChannel Partner/ Reseller/ DistributorPremium UK department store chain with Love Stories available at their London locations.

Scale indicators2 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Bluebella: Bluebella is a UK lingerie and nightwear label selling fashion-forward, premium-priced intimates through e-commerce and wholesale channels. It is comparable to Love Stories on design-led lingerie, mid-premium pricing, and a multichannel European positioning.
• Cosabella: Cosabella is an Italian-American lingerie and apparel brand with lace-led, fashion-forward collections sold through its own site and premium retailers. It compares on product mix, premium materials, direct-to-consumer sales, and selective wholesale distribution.
• Agent Provocateur: Agent Provocateur is a global luxury lingerie brand with branded boutiques, e-commerce, and department-store distribution. It is comparable to Love Stories on premium intimate apparel, a physical-plus-online retail footprint, and positioning within upscale retail environments.
• Intimissimi: Intimissimi is a lingerie and apparel retailer with a broad international store network and e-commerce presence. It is comparable on intimate-apparel focus, accessible-premium pricing, and a scaled omnichannel operating model.
• Oysho: Oysho is a lingerie, loungewear, sportswear, and beachwear brand with global physical and digital channels. Its extension beyond bras into ready-to-wear and lifestyle apparel is directly comparable to Love Stories' product portfolio.
• Boux Avenue: Boux Avenue is a UK lingerie and nightwear brand operating its own stores and online. It compares on intimate-apparel specialization, a store-supported customer proposition, and a focus on stylish everyday underwear for women.
• Hanky Panky: Hanky Panky is a premium lingerie label known for lace bralettes and briefs, sold through direct-to-consumer and department-store channels. It is comparable on fashion-led, mix-and-match lingerie and premium wholesale validation.
• ThirdLove: ThirdLove is a digital-first bra and lingerie brand with a fit-focused online assortment. It is comparable on the core bra and bralette category and direct customer proposition, although its model is less boutique-led than Love Stories'.
• Aerie: Aerie is a lingerie and apparel brand selling through e-commerce and physical stores. It compares on bras, underwear, comfort-led positioning, and the ability to extend an intimate-apparel brand into a broader lifestyle assortment.

Broad incumbents

• Victoria's Secret: Victoria's Secret is a global lingerie and apparel incumbent with stores, e-commerce, and extensive wholesale reach. It is a relevant scaled category benchmark for Love Stories' brand-building and distribution ambitions, although its portfolio and geographic scale are substantially broader.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/lovestoriesintimates
• Instagraminstagram.com/lovestoriesintimates
• Pinterestnl.pinterest.com/lsintimates
• Xx.com/lovestoriesau

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Love Stories