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PrimaDonna named best-selling European brand

The lingerie brand PrimaDonna, which is part of the Belgian lingerie fashion house Van de Velde, has been named the best-selling European brand by Intima Magazine for the second year in a row. During the magazine's annual poll, 350 independent lingerie shops in the United Kingdom, Spain, Italy, France, and Germany were asked to identify their best-selling European brand. PrimaDonna received the most votes and came out on top yet again.

‘We are extremely proud to receive this award for the second time in a row,’ says Van de Velde CEO Erwin van Laethem. ‘A product that looks fantastic, feels comfortable, and fits perfectly is a unique combination for women with a larger cup size. I want to heartily thank all PrimaDonna design and sales teams for their passion and commitment. We hope to inspire even more women in 2018 to embrace their curves and strengthen their self-image.’

If you want to see how the PrimaDonna team has celebrated, click here: the

Digitization and automation at Van de Velde

On Saturday 20 January, Van de Velde featured in De Markt, an economic affairs programme run by the Flemish broadcaster VRT. In the programme, the public broadcaster takes an ever closer look at a specific aspect of the economy. This episode focused on how digitization and automation is changing business.
While VRT was drawn to the negative side of this evolution, Van de Velde's CEO Erwin Van Laethem shone some light on its positive aspects. Van Laethem described how the business's search for innovative, digital profiles is having a positive effect on job growth. If you are interested and want to be part of Van de Velde's and its brands’ digital evolution, make sure to keep a close eye on our job openings.

The Royal Warrant

The Royal Household Warrants Committee decided last May to cancel the Royal Warrant that was granted to Rigby & Peller’s previous owner, Mrs. June Kenton. Royal Warrants are granted to individuals, not to companies. Both Rigby & Peller and Van de Velde, which took over Rigby & Peller in 2009, are not involved in this decision. We are deeply saddened, but respect the decision of the Royal Household Warrants Committee. We will continue to improve our consumer experience and to empower women allover the world with our lingerie. 

Good news: collaboration between Van de Velde & Benetiet ends

The last few years, Van de Velde & the non-profit organisation Benetiet were partners in the battle against breast cancer. By the end of this year, the organisation stops its activities thus meaning the constructive collaboration will end as well.

The non-profit organisation raises funds for women wanting reconstructive surgery with their own tissue. At the end of 2016, Minister of Health Maggy de Block was able to reach an agreement with hospitals, plastic surgeons and the RIZIV-INAMI. Since then, women whom undergo reconstructive surgery are refunded. That’s why the organisation is (somewhat) obsolete today. Good news!

In the past, Van de Velde collaborated with founder Yamina and made a lot of women happy by giving them a voucher for a new lingerie set after their surgery. We often received hart-warming reactions. Van de Velde wants to thank Benetiet for the wonderful collaboration and is wishing founder Yamina all the best for the future. Van de Velde’s empowerment in the fight against breast cancer isn’t stopping here.