Bodas is a lingerie, nightwear, loungewear and swimwear brand created by Helena Boas, Debbie Missing and Donella Tarantelli. The London-based womenswear brand started because Boas, Missing and Tarantelli couldn’t find what they were looking for in the current market – high quality, everyday women’s underwear and nightwear in beautiful but practical fabrics.

With stores in London and Glasgow, Bodas launched their online store as the next step in their retail business. When Red Hot Penny took on the project, their existing site was difficult to use and had a poor conversion rate, a shame for such beautiful product. Bodas also wanted to move away from their current logistics and fulfilment operation and needed to be able to provide customer service more easily. 


Red Hot Penny created a new website design with a clean, bespoke aesthetic which kept in the unique branding of the Bodas label. The new site was built on our content management system to allow for future expansion, and included bespoke integration with SEKO Logistics, their logistics provider of choice and our recognised partner. Alongside SEKO, Red Hot Penny also built a bespoke B2B distribution functionality to cater to the Wholesale part of the business.

The site had a main requirement to optimise the use of photography and improve the overall discovery of their products for potential customers. User experience was a strong goal and the smooth, easy to use structure of the website allowed new visitors to browse the website comfortably. 


The overall end-to-end solution provided by Red Hot Penny and SEKO Logistics has improved the entire Bodas business structure. They have seen the amazing benefits from a bespoke integration with a global logistics company as well as a close relationship with our design team who were able to create a website that is both responsive and suited to their needs. 

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