Our purpose

'We ignite the power in women': Van de Velde beliefs in the power of people, and the power 'in' women in particular. Our purpose is to enhance the self-confidence of women through fashionable lingerie and in-store service.

Luxury lingerie

All the company’s attention is focused on building strong complementary brands (PrimaDonna, Marie Jo, Andres Sarda). This complementarity ensures that we are able to offer women the very best in terms of fit, figure-fixing and fashion in the luxury lingerie segment.

In-store service

In order to achieve this we’ve created the Lingerie Styling concept. Our aim in this international programme is to join forces with certified specialty lingerie shops to provide the best possible service to each and every consumer. To that end, we have developed intensive training modules that not only teach participants how to correctly determine a woman’s size, but also how to create the best customer experience and provide expert advice on cuts, colours and personal styling.

We work closely with 4,000 specialty lingerie stores worldwide, as well as running our own retail chain founded on the principles of Lingerie Styling.

Our markets

We have to be a sufficiently important partner for the specialist retailer on every market we trade on. Our geographical centre of gravity is Europe and North America.