DiaryDoll lands major Boots deal

DiaryDoll lands major Boots deal

A Glasgow-based underwear brand headed by TV presenter Carol Smillie and tennis player Annabel Croft is celebrating after landing a major deal with Boots.

The duo have got off to a great start in 2016 after their women’s pants hit the shelves in Boots stores across the UK.

Smillie and Croft, who have been building the business from their base in Entrepreneurial Spark’s Glasgow Hatchery, created the brand in 2012 after chatting while on holiday.

The pants have a secret waterproof panel “for extra protection against life’s little leaks” and were originally aimed at teenagers and women with heavy periods, but they have since attracted a varied customer base.

DiaryDoll pants are also stocked in Debenhams, Alliance Healthcare Pharmacies and are sold on QVC which was another major breakthrough for the business.

In a recent interview with Entrepreneurial Spark, the duo said: “Our biggest challenge was overcoming people’s preconceptions about what we are and overcoming their awkwardness regarding what is still a taboo subject.

“Sheer grit and determination proved worthwhile when we finally convinced a hugely respected retailer like Debenhams to come on board, and although it took three years to get on QVC, we sold 350 pairs in eight minutes!

“Having begun as a period product, DiaryDoll has recently undergone a huge pivot, also addressing the massive stress incontinence market through Boots, and have sold to customers in 14 countries.

“The business has been granted a UK patent, and is a Scottish Edge winner, while Entrepreneurial Spark has provided office space, support to grow and mentoring – including “a lot of confidence building and shaping of the whole business.”