Desmond & Dempsey

Compliance Team
Angels Den

Dear User,

You may have heard about the new General Data Protection Regulation (“GDPR”), that comes into effect May 25, 2018.

We would like to ensure you that your personal data is safe with us. Please read the details regarding the processing of your personal data and if you agree with the processing as described below, please click the ‘I agree’ button.

Please be informed that you can withdraw this consent at any time.

1) What data are we talking about?

We are disclosing details regarding the processing of personal data that is collected within our calls and in connection with your use of Angels Den’s platform, Websites and other functionalities of Angels Den, including those saved in cookies files.

2) Who will be the controller of your data?

Angels Den Funding Limited (hereinafter referred to as AD) will be the controller of your data (Angels Den means all entities from the Angels Den capital group, which includes Angels Den Funding Limited with its registered office in London and all entities related to it and dependent on it) and only our Trusted Partners.

3) Why do we want to process your data?

We process this data for the purposes described in our Privacy Policy, including:
- compliance with any legal requirements and obligations,
- ensuring that content from our Website is presented in the most effective manner for you,
- marketing purposes,
- providing you with our services (including the completion and support of immediate activity required to provide you with information and deliver products and/or services that you request and to deliver any contracts entered into with you), or
- as otherwise explained in this privacy policy or by any communication by us.
Where you have explicitly consented to be contacted for such purposes, we use your personal data to provide information on our new and existing products and services.

4) To whom can we transfer data?

In accordance with applicable law, we may transfer your data to entities processing it at our request, e.g. marketing agencies, subcontractors of our services and entities authorized to obtain data under applicable law, e.g. courts or law enforcement agencies - of course only if they submit a request based on an applicable legal basis. Furthermore, we will transfer your data to Trusted Partners outside the European Union – to the USA – under the EU-U.S. Privacy Shield Framework.

5) What are your rights to your data?

You have the right to request access to, correct, delete your personal data. You can also withdraw consent to processing of personal data, raise objections and use other rights granted under GDPR (i.e. right to data portability).

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In connection with the above, I agree to the processing of my personal data by Angels Den and its Trusted Partners. I confirm that I understand that my personal data is being collected as part of my phone calls, use of AD’s online platform, Websites, and other functionalities of AD, including the data saved in cookie files. I also consent to profiling in order to allow Angels Den and its Trusted Partners the provision of better services (including for analytical purposes). Your data will only be processed on a valid lawful basis in accordance with applicable data protection laws. The processing of your personal data for marketing purposes (including statistical analysis) by AD is based on the firm's legitimate interest. The processing for marketing purposes by our Trusted Partners is only possible if we receive your freely given consent. We will also process your personal data to fulfil our contractual obligations to you as contained in AD’s Terms and Conditions of the use of our Website and services. Therefore, this data will be processed on another lawful basis – ‘contract’. We will also process your data to comply with our legal obligations for our Service (such as anti money laundering and know your customer requirements), which is also a valid lawful basis in accordance with applicable data protection laws.

Expressing this consent is voluntary and you can withdraw at any time.

If you have any doubts or questions about the use of your personal data, please do not hesitate to contact me via email. I’m happy to assist.

Compliance Team
Angels Den
cl@angelsden.com

I Agree

Not Now

DESMOND & DEMPSEY

A rapidly growing luxury sleepwear brand on a mission to own 'the pyjama'.

£ 74,910

0 Days left

150% of minimum goal raised

Dr Cris Tarrant

Minimum Target

£ 50,000

Minimum investment amount

£ 5,000

Maximum Target

£ 99,653

Maximum investment amount

£ 99,653

Investment Opportunity

Desmond & Dempsey are a rapidly growing retailer of luxury sleepwear on a mission to own 'the pyjama'. We make products that make every day feel like a Sunday, launching with women’s pyjamas designed as ‘his shirt for her’. In a sleepwear market full of impractical silk pyjamas at extravagant price tags we have successfully identified a gap in the market for quality fashion forward pyjamas. Through our website alone we have sold over 2,000 pairs & generated £196k revenue to date. We've been covered extensively in prestigious press outlets from Vogue to the New York times & secured repeat orders from top international retailers such as Selfridges & Bergdorf Goodman and are ready to scale.

THE IDEA

Products & Services

D&D has launched with women’s pyjamas designed as ‘his shirt for her’. In a sleepwear market full of impractical silk pyjamas at extravagant price tags, D&D offers 100% luxury cotton pyjamas at accessible prices. By focussing on cotton and developing unique prints in house, Desmond & Dempsey has been able to produce pyjamas at far more accessible price points, yet maintain the quality and value associated with top end luxury brands. We are positioned alongside the high end silk brands offering extremely favourable value comparisons. For Christmas '16 we will launch a our first mens collection. Future products include bed linen & childrenswear. Ultimately we aim to 'own the bedroom'.

Problem Solved

The opportunity for Desmond & Dempsey, is to fill a significant gap in the £12bn sleepwear market. With retailers reporting 34% increases in YoY sales, pyjama dressing has cemented itself as a fashion trend that is here to stay.The market is polarised by two types of brands. High street brands offering pyjamas as part of their wider product assortment, competing on price. At the other end of the market, there are labels offering impractical silk pyjamas (dry clean only) retailing for £250+ and appealing only to very select group.
Currently, no brand owns the vertical. In the same way as Vilebrequin has cemented itself as the go-to high end swimwear brand, D&D wants to be the go to PJ brand.

Revenue Model

E-commerce & direct to consumer currently accounts for 80% of our sales and we estimate it will continue to make up no less than 70% of our sales mix. Currently our gross margin is 65% through e-commerce & we predict this growing to 75% - 80% as we scale up production volumes. Our average basket size online is currently £130 and repeat customers account for 35% of our revenue.
Wholesale are planned at 50 - 60% discount, yet still expected to bring bottom line results. Wholesale plays an important role in establishing brand awareness, positioning the brand & reaching an international audience. Wholesale also allows us to boost production volumes to boost GP.