100 years of history


Margaretha and Achiel Van de Velde open a corsetry studio in Schellebelle.


Production of corsets.


William Van de Velde, a recent law graduate, starts working in his parents’ business together with his wife Livine Van der Wee, his sister Gaby and his brother-in-law Raoul Laureys.


The range is expanded. Van de Velde specialises in the production of bras and figure-fixing corsetry. Products are delivered straight to specialised lingerie boutiques under a private label. Van de Velde has already built up an excellent reputation among customers for fit, quality and service.


A third Van de Velde generation and a new wind of change blows over the company. From the 80s until 2004 Van de Velde was run by brothers Karel and Herman Van de Velde and their cousin Lucas Laureys. Karel took charge of design and product development and Lucas outlined a logical marketing and sales strategy, while Herman developed the organisation into a company with global production untis.


Van de Velde lingerie is finally given a name: initially Marie Jolie, but soon after this becomes Marie Jo. The beginning of a long success story. Transparency, lightness and large embroidered flowers exude the pervading eighties feeling (Mario Jo series Amarylis from the very early 1980s).


Van de Velde acquires German brand PrimaDonna. A lingerie brand specialised in large sizes for which Van de Velde is already producing lingerie under a private label. Slowly but surely the brand evolves from functional to comfortable and fashionable without size restrictions.


Van de Velde sets up its own production unit in Szekszard, Hungary. A new build facility is opened, initially with space for 100 stitchers.


The production unit in Hungary is enlarged to 3000 square metres, offering work to 300 people. Van de Velde sets up its own production unit in Kondar, Tunisia.


Marie Jo is augmented with a second collection: Marie Jo L'Aventure. It’s a smooth lingerie collection that suits the minimalist trend perfectly.


Van de Velde offers 40% of its shares in an IPO. Van de Velde invests in a totally new distribution centre in Wichelen with usable floor area of ±7000 square metres.


Investments are also made in the Tunisian production unit. The buildings are enlarged, creating space for employment for 400 people. An additional investment is also made in the Wichelen distribution centre, bringing the usable floor area up to ±14,000 square metres.


Van de Velde has had a good working relationship with Top Form for many years. In 2001 Van de Velde takes a stake in Top Form International, this is a Chinese producer of women’s lingerie, which is listed on the Hong Kong stock exchange. Part of the assembly process is transferred to China. Design, product development, quality assurance, packing, storage and shipping remain in Belgium.


Van de Velde opens its own stores in Germany and France.


Celebration of the first 25 years of Marie Jo.


The production unit in Tunisia is also enlarged, now offering work to 700 people.


Strategic alliance with US multi-brand retail chain Intimacy Management LLC.


Launch of the Lingerie Styling Programme. 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.


Acquisition of Spanish lingerie firm Eurocorset and Spanish lingerie brand Andres Sarda.


Van de Velde restructures its production resources. The decision is taken to close the Hungarian production unit in Szekszard. A number of stitchers are able to switch to the stitching department in Schellebelle.


In January 2010 an additional 2500 square metres is taken into use at the distribution centre for storage and supply for the new picking system (OSR).


Launch of the new PrimaDonna Twist brand.


Majority 85% stake acquired in Intimacy USA.


Van de Velde enters the Dutch retail market, with the acquisition of the LinCherie chain.


Ook in Engeland wordt het eigen retailkanaal uitgebouwd door de meerderheid van 87% te verwerven in Rigby & Peller Ltd.


At the same time, a joint venture agreement is signed with Getz Bros. to operate and develop Private Shop in China and Hong Kong.


The Wichelen distribution centre is enlarged again, with the addition of a new building for incoming raw materials inspection and the cutting room. In the summer of 2012 these departments relocate en masse from Schellebelle to Wichelen. This brings the total usable floor area of the Wichelen site up to almost 27,000 square metres.


In the Netherlands Lincherie has been boosted by the acquisition of Donker stores (11 stores).


Launch of PrimaDonna Swim.


Rigby & Peller celebrates its 75th birthday, 75 years of fitting room happiness "Established more than 75 years ago, at Rigby & Peller, we're best known for our pioneering Lingerie Styling service, our proud London heritage and of course, our expertly curated collections of beautifully made lingerie."


Intimacy is now 100% owned by Van de Velde


Lincherie wins the GfK Award for best lingerie store in the Netherlands for the second year in a row. Lincherie was voted best Dutch lingerie retailer in the underwear category by GfK. According to the GfK consumer panel, Lincherie’s distinguishing qualities are the expertise and friendliness of staff, the extensive collection and size availability, and the attractive appearance of the shop.


The Intimacy stores in the US get the Rigby & Peller brand name, look & feel.


150th anniversary of PrimaDonna: celebrating curves since 1865


Opening of Rigby & Peller Dubai in the Dubai Festival Mall


Marie Jo celebrates 20 years Avero


Sale of participation in Private Shop in China and Hong Kong to Getz.


Van de Velde celebrates its 100th anniversary!