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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. 

Alors on danse

Feelgood & team work. That's how we can describe the Van de Velde episode of 'Alors on Danse'. 'Alors on Danse' is a TV programme of Ish Ait Hamou, on Flanders' most popular TV-channel Eén. In every episode, famous dancer Ish challenges two teams within a company to compete each other in a dance battle.

Eight Van de Velde colleagues trained every day after work for 4 weeks in a row, to be able to perform their dance in a grand finale, in front of 500 friends, family and colleagues.

We are very proud of our 8 dancers, and of the many colleagues who supported them during the finale and the heavy weeks of training.

A beautiful example of team building, or we could just repeat it once more : "We are like bras, close to your heart and there for support."