Maison SL
Maison SL is a luxury lingerie and swimwear retailer based in Notting Hill, London offering an exceptional curated range of more than two dozen leading European and UK brands and specialist online fitting and styling advice.
The business caters for women of all ages, shapes and sizes from cup size A to plus size K. Founder Susana Lorena has more than 20 years’ experience, having worked for Rigby & Peller, Eres and La Perla. She runs the shop with her sister Laura (and Bengal cat Tiga), providing a warm, friendly service and virtual fitting and styling on Facetime and Zoom for online customers across the UK and abroad.
Maison SL stocks a wide range of brands and styles in practical, everyday underwear as well as luxury designer lingerie. The range includes bralettes, t-shirt and balcony bras, bridal lingerie, maternity and nursing bras, Italian hosiery and designer tights, British and French silks and camisoles, and a wide selection of nightwear and designer swimwear.
There are a range of price points, from brands sold by John Lewis up to ID Sarrieri which is increasingly replacing La Perla as the top lingerie brand. Brands include:
• Aubade
• Maison Lejaby
• Lise Charmel
• Marie Jo
• ID Sarrieri
• Cosabella
• Empreinte
• Fleur of England
• Wacoal
• Prima Donna
• Marjolaine
• Maryan Mehlhorn
• Watercult
• Gottex
• Banana Moon
Maison SL has an excellent reputation for quality and service and has been widely praised in the media. Here are some comments:
• Karen Dacre, Sunday Times Style Fashion Director: “Stylists and celebrities alike flock to Susana Lorena, whose Notting Hill lingerie boutique, Maison SL, has an answer to every underwear conundrum.”
• Alexandra Shulman, former Vogue Editor, described Susana Lorena as the “bra whisperer” in the Daily Mail: “Without a tape measure, only a few questions and a quick glance, she can find you the perfect bra.”
• Jo Elvin, former You Magazine and Glamour editor, said in her Substack: “Susana made me feel great in her shop and I wanted that for my daughter’s first professional bra fitting experience. She is warm, friendly, unfazed by any size or confidence issue you're wrestling with.”
• Chloe Street, Fashion Editor of the Evening Standard, described Maison SL as “every Notting Hill girl’s best kept secret”. She said of Susana: “She’s a pro when it comes to those of us with more unusual sizes, such as small backs and larger cups.”
Customers often browse and shop on social media and Susana is in touch with customers by email, phone, text and WhatsApp offering advice and recommendations and alerting them to new products they may like.
Maison SL will order items for customers and offers free standard delivery on orders in the UK and to most international destinations. Courier delivery can be arranged for urgent orders.
The digital marketing strategy that includes a successful influencer programme on Instagram. Influencers who have posted about Maison SL include Ashley James, Mother Pukka, Dior Bediako, Candice Lake, Lizzie Hadfield, Katherine Ormerod and Heidi Range (Sugababes)
Sustainability is important. Maison SL stocks lingerie and swimwear made from sustainable materials and holds an annual Bra Amnesty to encourage bra recycling and raise money for the Against Breast Cancer charity.
Maison SL’s affiliate rate is 8% and it is open to special promotions with affiliate partners.
