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Van de Velde raises its participation in social innovation and female entrepreneurship

Van de Velde believes in the power of women. With the perfect fit and support of our lingerie, we support millions of women in everything they do every day. But we go further than that.  

Since 2011, our company is shareholder in Social Investment Fund De Punt. SOiF De Punt wants to give social entrepreneurs the best possible financial support and guidance to be able to create prosperity. While doing this, they pay extra attention to employing vulnerable groups and creating a durable social impact. On top of that, more than 60% of these starting entrepreneurs are women. 

Erwin Van Laethem, CEO of Van de Velde: "Ethical, durable and conscious entrepreneurship are no empty words to us. They are embedded in our company’s culture. Supporting innovative social projects in which women play an important part fits our company’s mission like a glove.  We are all about “Shaping the bodies and minds of women."

That is why Van de Velde does an extra investment of 50.000 € in Social Investment Fund  (SOiF) De Punt, as part of a total raise of capital of 500.000 €. “We want to encourage investments in innovative durable and social projects, that strengthen the position of women in society,” stresses Erwin Van Laethem.   

SOiF De Punt invested already in four start ups: The FacilityPunt (cleaning service with ecofriendly transportation and cleaning products), Koalect (online donation platform), B and Bee (beehive hotel) and Roof Food (urban farming project which promotes healthy eating habits by making vegetarian food more attractive).

Cooperation with Anticancer Fund

Thanks to the financial support of the lingerie firm Van de Velde the guide “Non-Conventional Treatment Options in Breast Cancer” was created by a team of scientists at the Anticancer Fund. The complex issue of non-conventional therapies for breast cancer is described in a comprehensive (lay-person) language for breast cancer patients and their supporters.

Both the Anticancer Fund and the lingerie firm Van de Velde want to help breast cancer patients deal with the volume of information that they may receive from family and friends, or find on the internet, the news, etc. The booklet will help to put non-conventional treatments into perspective regarding any statements made about these treatment options, and give some guidance as to whether a treatment is trustworthy and potentially safe.

It also specifies the scientific evidence in relation to some of the more popular non-conventional treatments for breast cancer and it outlines the rights and responsibilities as a patient.

This booklet can be a guidance when discussing those non-conventional topics which are of interest to the patient and her doctor and/or oncologist. For additional questions, the Anticancer Fund can be contacted:

Liesbeth Van de Velde and Erwin Van Laethem interview with Intima magazine

In January PrimaDonna won Intima magazine’s award for the Best-selling European Lingerie Brand of 2016. Lingerie retailers in the United Kingdom, Spain, Italy, France and Germany had a chance to vote for the brand that sold best in their boutiques.

Liesbeth Van de Velde and Erwin Van Laethem travelled to Paris to receive our award at the Salon International de la Lingerie. It’s an award of which we are very proud, proving as it does that both lingerie boutiques and consumers appreciate our collections. During the interview with the magazine they thanked the PrimaDonna design and sales team, along with everyone at Van de Velde and beyond who made this possible. As well as the 5,000 PrimaDonna customer retailers who believe in our brand and helping us grow. Every day they share their love for PrimaDonna in their fitting rooms. Thanks to their professional advice, millions of women who take a large cup know that there is only one specialist in large cups.

Watch the whole interview with Liesbeth Van de Velde and Erwin Van Laethem here.

Together, we hope to reach even more women with PrimaDonna in 2017.

“Let’s keep on celebrating curves!”

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!