The new chief executive of lingerie e-tailer Figleaves has cut its brand portfolio by a quarter in an attempt to accelerate its sales growth.

Julia Reynolds, who joined from Tesco this year, said that 50 of its 200 brands have been axed. Reynolds is holding meetings with key brands to decide what role they will play in the e-tailer’s growth strategy.

She said: “The business had mainly been about buying in other brands and we had far too many. About 30 of these were accounting for 70 per cent of sales, so there was a long tail that needed to be chopped off.”

Figleaves has only one own-brand, Just Peachy, which Reynolds said is performing robustly, despite no marketing.

The e-tailer is to expand the number of Just Peachy ranges and is mulling a collection under the Figleaves banner this year.

Reynolds has also drafted in designers to work on new homewares ranges, which will include bedding and towels.

“We will go small on this to start and perhaps do a big launch in January,” said Reynolds. “We are also looking at going into hardware, such as toiletries and candles.” Previously, Reynolds was boss of Tesco’s central European clothing unit.

Separately, chief operations officer Robin Terrell, who joined Figleaves in 2005, has left the e-tailer. There are no immediate plans to replace him.

Figleaves has appointed a new head of buying and is searching for a merchandising director.

The e-tailer made a loss of£4.2 million in the year to June 30, 2006, but Reynolds said that the company is profitable and on track to hit sales of£30 million this year.