In 1977, designer Gale Epstein created a handmade lingerie set for her friend, Lida Orzeck, crafted out of embroidered handkerchiefs. The original designs wowed retailers and industry experts and were the inspiration for the company name, Hanky Panky. In 1986, Hanky Panky introduced the one-size lace World’s Most Comfortable Thong®, which was later featured on the front page of the Wall Street Journal. Their unique and comfortable stretch lace lingerie is beloved by generations of celebrities, stylists, magazine editors, and everyday woman alike. However, there were still potential customers who had yet to try Hanky Panky.


Competition from commodity products and cheap lace knock-o s, struggles for space with existing retailers, and a lack of brand awareness with new customers interfered with Hanky Panky’s growth, especially online. They needed a strategic partner who could bring their unique products into the minds and lingerie drawers of an audience searching for comfortable and beautiful lingerie.


NetElixir helped Hanky Panky understand their potential customer’s desires and their retail market by mapping out a multi-device, multi-channel customer journey, leading to clear, actionable insights. The result: strong YOY growth that strengthened existing markets, such as California and New York, and also explored direct retail sales to international markets such as Canada. Collectively, this led to new audiences discovering what others have known for decades: Hanky Panky is THE source for the World’s Most Comfortable Thong® and lingerie!



Expanding the Reach of Style and Comfort

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+125% Mobile Revenue
+55% Paid Search Revenue
+32% Overall Revenue