Helping customers find the perfect size and fit, when shopping for underwear and swimwear.

Knicker Locker is the underwear and swimwear shop that helps customers find the perfect size and fit. its mission is to source the best quality designer bras, knickers, swimsuits, bikinis, loungewear and men’s underwear. We catch up with founder Nicholas Illes to find out more.


What was the inspiration for the site?

My wife Gemma and I started the company, to help our customers find underwear and swimwear that fits correctly, making them look and feel great!

When did you launch the site?

October 2015

What are your greatest challenges?

Stock, we just never have enough. Competing with the big online retail stores and their even bigger marketing budgets. Cash flow for us is also a major challenge, we’re a self funded small business and so our conversion cycles need to be quick and effective. SEO, this is another major challenge for us and a bit of a mine field, we’ve recently brought this in house to ensure our goals and targets are being furthered more effectively.

What's your background?

Gemma has a background in lingerie and swimwear retail having worked in a small boutique shop for many years. She learnt all there is to know whilst also building valuable contacts and relationships within the industry.


I have started and run a number of small to medium sized businesses over the past ten years in e-commerce.

Who do you admire in business?

I admire Gemma, she is the driving force behind our business. Without her we wouldn’t have a business. She attacks all her tasks and goals with a fearless attitude and delivers results without fail. I merely, provide strategical vision and financial support to ensure the business stays on track.

Please recommend a website that helps you promote or run your business

Facebook, we have great success promoting our goods on the platform, having built up a good following over the past year, a fair amount of traffic is driven from this particular social media site.

What is the best piece of business advice you've been given?

How to make a small fortune… Start with a big one!

What is your motto?

Your only limitation in life is fear

Where do you see the business going from here?

We are currently in the process of launching a new arm to the business that will focus more on B2B sales, watch this space it’s all very exciting.

Have you entered an award before?

We entered The GWG Awards last year, but unfortunately due to the relevant age of our site we only received a commendation. We were also nominated and shortlisted for the finals of the Underlines Stars Award for best newcomer to the market last year.

August 2017