80. Boudiche

Founders: Claire Thommen, Fiona McLean
Website: www.boudiche.co.uk

Former accountants Fiona and Claire launched Boudiche, a luxury lingerie boutique and website, in 2005. The brand places an emphasis on the shopping experience, with the glamorous, indulgent design concept of the boutique spilling over into the website. “People tried to tell us we needed ‘nothing fancy’ for the website” says Claire. “We had two failed attempts to build it – no one really ‘got’ that we had to create the boudoir theme in a website.” The concept has clearly worked: Boudiche is due to open a second boutique this year, and won Best Lingerie Retailer at the Drapers Awards in November.