By  on October 15, 2007

Daniel Gestetner is an entrepreneur who has worked in diverse fields: beauty, pastries, e-commerce and now, lingerie.

Gestetner, who oversees the trendy Myla intimates business, developed his taste for brands in the Nineties when he headed the Revlon business for central and Eastern Europe, ran the $60 million cake division at grocer Tesco and sold the $500 million SmartShop.com business he created with his brother Leo to a division of Barclay's Bank in 2001.

Now, at 36, he's facing one of his toughest challenges: developing, marketing and selling the saucy Myla brand of lingerie to a consumer base of sophisticated, modern women who appreciate luxury and sex appeal. He said he wants to turn the two-year-old brand that he and his brother, who serves as director of operations and finances, bought in October 2005 into an "aspirational brand that will give women a feeling of empowerment, as well as making them feel and look sexy."

Gestetner reviewed a five-year plan that he hopes will grow the Myla name into a $50 million business worldwide. The brand, acquired from founders Charlotte Selmer and Nina Hampson, is projected to generate combined wholesale and retail revenues of $15 million by October 2008, he said.

"It's ambitious, but it's a huge market,'' Gestetner said. "The category is there for the taking."

Gestetner also is director of London-based Brands Etc., which, in addition to Myla, includes three diversified wholesale businesses: Zoggs, a $30 million Australian swimwear accessories line for men, women and children; Women's Pure Lime, a $4 million brand of Scandinavian exercisewear and sports bras, and First Fitness Factory, a $15 million business of gymwear sold at 150 concessions at gyms in the U.K.

Gestetner believes Myla could be developed into a world-class top brand through marketing, advertising, expansion into prime retail locations and building a prolific wholesale business. The first global ad campaign, created by Myla's creative director, Franceska Luther, and photographed by Ben Hassett, broke in October editions of British Vogue and Harper's Bazaar, and will appear in Vogue in the U.S. in December. The campaign, with the tag line "Myla — Beauty and the Bedroom," will be followed by other titles in the spring, said a spokeswoman.

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