Florentine innerwear and bedding label Loretta Caponi has launched its first e-commerce site. Founded in 1967 by Loretta Caponi, the company counts a number of royal families, along with celebrities such as Sting and Madonna, among its loyal customers. The new e-commerce site offers free shipping worldwide.

“Who could have imagined that I would have been able to sell my unique and customized lingerie, as well as my embroidered bedding online?” Caponi said.

“I’m sure the e-commerce offers the opportunity to safeguard, communicate to the young generations and project into the future the ‘made by hand’ culture,” said Caponi’s daughter Lucia, who currently runs the atelier. “It’s our chance to grow. It’s a fundamental step to approach the international audience, offering the same collection that is available at our boutique in Florence.”

The online store is organized in four sections — men’s, women’s, children’s and home. It enables customers to customize the products, choosing sizes, embroideries and colors.

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