Strong Brands: "Letting the Power of Women Shine!"
Interview with Karel Verlinde, CEO of Van de Velde NV
Lingerie is far more than just underwear for women. It is also a statement and an expression of the personality of its wearer. The three premium brands of the Belgian Van de Velde NV meet these demands and combine top quality with comfort and style. The family business from Schellebelle has been on the market for more than 100 years.
"We always focus our attention on the female customers," promises Karel Verlinde, CEO of Van de Velde NV. "This applies equally to fit, fashion, and quality. The entire team is happy to go the extra mile, being authentic, enterprising, and solution-oriented." The fact that the female customers see it the same way is shown by the success of the company with its three brands Primadonna, Marie Jo, and SARDA. Van de Velde exclusively develops, produces, and distributes clothing that women wear on their skin. "Our premium products offer a mix of underwear and lingerie," explains Karel Verlinde. "With our three brands, we address different target groups." Primadonna focuses on support and good fit. The models for women aged 25 and up are colorful, with styles ranging from minimalist to traditional. Marie Jo has established itself as a feel-good brand, like a good and trusted friend with positive energy. SARDA is the brand for women who dare to be bold – somewhat daring, with a strong DNA and aimed towards Cool Business Women.
Multichannel Sales
The story of Van de Velde dates back to 1919, when Achiel and Margaret Van de Velde founded the company and started manufacturing corsets. The company is still family-owned, employs 1,500 people worldwide, and generates a revenue of 205 million EUR. In addition to the headquarters in Schellebelle, there is a production site in Tunisia and branches in Germany, the United Kingdom, and the USA. The products are sold through a variety of channels. This includes direct sales via their own multibrand stores in various countries, their own webshop, and Zalando. Another sales channel is the supply of over 3,000 lingerie boutiques in cities with 20,000 to 50,000 residents, wholesale and clothing stores. Van de Velde also has a broad geographical presence. Thus, the exclusive women's lingerie is sold in Belgium, the Netherlands, Germany, France, Spain, Switzerland, Denmark, the United Kingdom, Canada, and the USA as the most significant markets.
Strong Sales Team
The business partners are supported by a 65-member Sales Team that assists business customers with product information and lingerie styling, among other things. Key processes in the company are fully digitalized, while manufacturing is largely manual. In terms of sustainability, Van de Velde relies on certified suppliers and climate awareness. For the upcoming years, CEO Karel Verlinde has set himself the goal of further establishing the Primadonna brand. Fundamentally, however, his main focus is on one thing: letting the strength of women be seen.