From left: Sarah Northey, Emma Northey and Mark Tweed (Cyberjammies). Photography: Gavin Kemp, courtesy of Underlines Magazine.
On Thursday 5th November, Naughty Knickers was named E-Tailer of the Year 2026 at the Stars Best Shop Awards, organised by Underlines Magazine.
The awards were held at The Underglobe, beneath Shakespeare's Globe in London, with around 300 guests from across the lingerie industry. Our award was presented by Mark Tweed, Brand Director at Cyberjammies. It was lovely to see Mark and his team win an award for their nightwear that evening too.
The winners of the 2026 Stars Best Shop Awards at The Underglobe, London. Photography: Gavin Kemp, courtesy of Underlines Magazine.
I founded Naughty Knickers back in 2011, so it felt particularly special to celebrate fifteen years in business with our second E-Tailer of the Year award. We first won in 2023 and were finalists in 2024 and 2025, and I’ll remember hearing our name called again for a long time.
A huge thank you to Pam, Sue and Bok from Underlines Magazine, the judges and everyone involved in organising the awards.
And, of course, thank you to our customers. Whether you've shopped with us since the early days or have only recently discovered us, we wouldn't be here without you.
I’m incredibly proud that we’ve carved out our own little corner of the lingerie industry. I still get excited when I find a collection I know you’ll love, and that’s my favourite part of what I do.
Sarah x
Read the official Stars Best Shop Awards 2026 winners announcement.
Sarah Northey, Founder of Naughty Knickers
Sarah has spent over 15 years buying and curating luxury European lingerie, with a particular interest in French craftsmanship, independent houses and collection design.
