Nudea engineer beautifully crafted sustainable underwear that deliver on fit, style & comfort. Unique fitting tools, a body-inclusive ethos and an online-first approach has seen them grow through the pandemic. Their lingerie revenue is up +157% online in CY 2021 to £213k. Fundraising to launch new product categories & widen distribution.

  • 12K+ customers fitted with our custom built bra fitting tools
  • Press includes Vogue, Marie Clare, Grazia, FT, The Standard & Cosmo
  • Stockists include John Lewis & The Pantry with Zalando launching soon
  • Strong sustainability ethos: carbon neutral & recycled fabrics


Covid has expedited the need for a modern approach to Bra shopping. Customer demand has shifted; driven by comfort, fit, inclusivity & sustainability. Having launched before the crisis, Nudea was created with this vision and are primed to leverage this shift.

We have a fast-growing profile in the press, regularly featured in Vogue, Marie Clare, The Daily Mail, Woman and Home, The Standard & The Times. Most of our sales growth is through our online DTC business, which remains our primary focus.

We recently expanded sales distribution to include a handful of key retailers, most notably, John Lewis in Sep 21. In Jan '22, we launch in Europe; Zalando in 4 key countries, a market opportunity which we estimate to be 4x the UK market.

We've been carbon neutral since 2020; using premium fabrics from recycled yarns, designing styles in partnership with responsible suppliers, who pay fair living wages, & delivering in recycled / recyclable packaging.

Last year, across the whole business (YE Dec'21) revenue was £272k (EBIT -£539k) & sales are up +27% in CY '21 vs '20, we have sold 28K+ units & helped 12K+ bra wearers find their fit. Our online return rate is 26% & our repeat order rate is 46%.

We're fundraising to; broaden our presence, by onboarding retail partners in new geographies e.g. US, and create innovative products e.g. using new biodegradable fabrics & green manufacturing tech.


CEO & Founder Priya Downes launched Nudea after 10 years working in Luxury Fashion, most recently 6 years at Burberry but also previously at Chanel & Fiorucci. Prior to her time in Fashion, Priya spent 5 years at the World Bank and alongside her day job she set up a thinktank called Fashion4Development to educate & share knowledge around World Bank projects on pushing sustainability in the fashion industry. She also holds an MBA from INSEAD.

Our Head of Sourcing is Lorraine Pendlington (PT) who was Lingerie Product Development Manager at M&S and our recently hired Head of Growth, Christiana Kyrkiades, was previously lead growth for Feel Unique & Child's Farm. Our Head of Brand Marketing, Charlotte Chibani-Jones (PT), comes from La Perla & Vivienne Westwood.

We have a dream team of Board advisors including Greg Hockley, ex-Trading Director at Emma Bridgewater, Sue Pickering, ex- Chief Product Officer at Sweaty Betty, Frances Russell ex-Vice President of Private Label Softlines for Amazon EU (UK branch) and Mark-Hoyal Mitchell, Head of Digital Marketing & ECom at Kurt Geiger.

One of our main investors is Cornerstone Partners who are a UK fund in investing in diverse founders & businesses.