Knickerbox founder buys Italian denim label Fiorucci

Endaba Group

Janie Schaffer, nicknamed the “knickers queen”, founder of Knickerbox and former Marks & Spencer Head of Lingerie and Beauty, has bought Italian denim label Fiorucci. She has plans to revive the brand next year to give the label’s colourful skinny jeans a modern twist. Schaffer and business partner, former husband Stephen, took over back in June after striking a deal with Japanese trading house Itochu, its owner.