User:Vivj2012/Janie Schaffer

Janie Schaffer (born 1961) is a British businesswoman, founder of Knickerbox and currently the director of lingerie and beauty at Marks & Spencer. Schaffer is commonly referred to by international media as the ‘knicker queen’.

Early Life
Born Janie Godber, she attended the London School of Fashion.

Business Career
Working in her early years as a young designer, Janie Schaffer joined Marks & Spencer in 1983 as a trainee buyer. The 1980s saw the emergence of niche retailing in the UK, with many new businesses trading from small retail outlets on busy high streets. Schaffer identified a significant opportunity in lingerie as the market was worth billions, with Marks & Spencer holding a 40% share.

Knickerbox
In October 1986 Janie Schaffer and her future spouse Stephen Schaffer launched lingerie chain Knickerbox with a £75,000 investment loan, opening their first store on Regent Street, London. Kickerbox had 12,000 customers during the first week of trading and quickly expanded, opening 13 more stores throughout the UK by the end of the year. Within two years the company was making annual profits of over £6 million, and by 1992 the business had expanded to 70 stores. In 1995, with Knickerbox consisting of 140 stores across Britain, Europe and the Far East, the duo decided to sell the company. Knickerbox significantly influenced the way in which underwear was sold, transforming it from a necessity to a desirable fashion accessory. After taking time out to be with her triplet daughters, Janie Schaffer consulted for The Oasis Group, developing and launching the Odille lingerie line.

Recent Years
In January 2008 Janie Schaffer accepted a role as Chief Creative Officer with US retailer Victoria’s Secret, a subsidiary of Fortune 500 firm Limited brands Inc with 1,025 stores worldwide. During Schaffer’s time at Victoria’s Secret the company saw strong sales figures and price growth. In November 2012 it was announced that Janie Schaffer would be returning to London to take up a full-time position as Director of lingerie and beauty for Marks & Spencer. Schaffer will start in her new role at M&S in early 2013.