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PrimaDonna is Bestselling European brand 2016

PrimaDonna has won Intima magazine's award for the Bestselling European Brand of 2016, as voted for by lingerie boutiques in the UK, Spain, Italy, France and Germany. The award was presented to Liesbeth Van de Velde, Brand Design Manager of PrimaDonna, and Erwin Van Laethem, our new CEO, at the Salon International de la Lingerie in Paris.

This award is proof that both retailers and consumers love our collections – how comfortable they feel, how perfectly they fit and how beautiful they look. On our social platforms, PrimaDonna fans regularly tell us how happy they are to have found PrimaDonna.

PrimaDonna owes its success to the combination of unprecedented support, unrivaled comfort, gorgeous designs and a fashionable look – qualities that women who take a larger cup rarely find in one bra. Which may be why so many women say: ‘Once PrimaDonna, always PrimaDonna.’ This award confirms that once again, in markets we strongly believe in.

We would like to thank our PrimaDonna design and sales teams, along with everyone else who made this possible.

We would also like to thank our 5000 PrimaDonna customers, for believing in our brand and helping us grow. They spread the love for PrimaDonna in their fitting rooms. Their professional advice helps convince millions of women who take a larger cup size that there is only one true specialist in larger cups.

Together we hope to introduce PrimaDonna to even more women in 2017.

Let’s keep on celebrating curves!

Celebration of our new offices and atelier in Schellebelle

After two years of heavy renovations, it was time to celebrate. With some festive receptions we officially opened our new offices and atelier in Schellebelle. Both the VIP reception and the annual New Year's reception for our staff were extra glamourous editions, with a spectacular fashion show in our atelier.

The perfect way to forget about all the dust and to thank all our colleagues, suppliers and partners for their patience and their efforts to help grow our company.

First Lincherie Styling Center was opened in Amsterdam

Our very first Lincherie Styling Center opened in the Huidenstraat in the popular '9 Straatjes' neighborhood in Amsterdam.

This pilot combines the best of the on- and offline world, i.e. an excellent fitting room experience with the comfort of online shopping. In the Center our customer is measured and styled by the 3D scanning mirror and a professional lingerie stylist. She places her order online, with the iPad in the store or at her own home. 48hours later her lingerie order is delivered to her home.

In her ‘Personal Shop’ account on she finds all the latest models and styles that are perfect for her body.

International E-cup day for men

How can men working at a bigger cup size lingerie specialist understand their target audience?

Men love to look at women with bigger breasts. When it comes to understanding the physical and practical discomfort a bigger cup size causes to a woman, let’s face it:  men are clueless.

‘Not in our company!’ says Ignace Van Doorselaere, the CEO of PrimaDonna lingerie. PrimaDonna understands, respects and celebrates curves and big breasts. From now on, so will the male employees at our company. At least they will make a serious effort.

The result is a must-watch corporate video; one you are likely never to have seen before.

Watch it on our PrimaDonna lingerie facebook page or here:

The video went viral on facebook and youtube and has been viewed more than 1.5 million times.