Selmark Lingerie

What Selmark Lingerie does

Selmark Lingerie is a Spanish family-owned intimate apparel manufacturer and retailer founded in 1975 by Amador Pérez and headquartered in Vigo, Spain. The company designs, produces, and sells bras, panties, swimwear, homewear, sport, and bridal lingerie across fifteen product lines comprising more than 8,000 product references and producing over two million units annually. Its operational scope spans in-house manufacturing, private-label sub-collections (Manuela, One&Shape, Curves, Etna, Aurum, Malitzia, etc.), and an exclusive capsule collaboration with Spanish media personality Pilar Rubio (#ByPilarRubio).

The company runs a primarily direct-to-consumer model through its own e-commerce storefront (selmarklingerie.com), available in English, Spanish, Portuguese, and Italian, supplemented by physical retail points of sale and a warehouse/returns distribution center in Vigo. Revenue is generated almost entirely through one-time unit sales of branded garments with no subscription or licensing model, supported by payment integrations (La Caixa, PayPal, Alma installments, Bizum), free shipping above €60, and a 30-day return policy. Marketing is driven by organic social channels (Instagram, TikTok), email newsletters, and the Pilar Rubio celebrity endorsement as the principal brand-awareness lever.

The company's stated technology footprint is limited; the only disclosed AI application is computer-vision-assisted product photography for visual environment adjustments. There are no published APIs, SDKs, mobile applications, or third-party platform integrations beyond standard payment processors and the CORREOS Express return logistics partnership. Selmark operates as a privately held, independent entity (legal name Selmark S.L.U.) with no disclosed parent company, institutional investors, or external funding rounds, although the European Union / IGAPE co-funding flag appears in its website footer.

Name

Selmark Lingerie

Legal name

Selmark S.L.U.

Website

https://selmarklingerie.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

251–500 employees

Short description

Selmark Lingerie is a Spanish family-owned intimate apparel manufacturer and DTC retailer founded in 1975, producing bras, panties, swimwear, homewear, sport, and bridal lines across 8,000+ SKUs for women consumers across Europe.

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB), Shapewear & Body Contouring (CRAAAIAC), Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Underwear, Lingerie & Hosiery Cut & Sew (IMAOAEAG)

Keywords

• Women's intimate apparel
• Lingerie manufacturing
• Swimwear collections
• Homewear products
• Shapewear garments

Headquarters

HQ city

Vigo

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Direct Product Sales: Selmark generates revenue through direct sales of intimate apparel (bras, panties), swimwear, and homewear products via their e-commerce platform and physical retail locations. The company offers a wide range with 15 product lines and over 8,000 references, producing more than 2 million units per year.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Selmark Lingerie manufactures and sells women's intimate apparel including bras, panties, swimwear, homewear, sport, and bridal collections. The company operates 15 product lines with over 8,000 product references, producing more than 2 million units per year, and distributes through its own e-commerce platform (available in four languages) as well as physical retail points of sale. Founded in 1975, the brand emphasizes comfort, support, technical perfection, and impeccable pattern-making across its product range.

Product overview

Selmark Lingerie is a Spanish family business founded in 1975 by Amador Pérez, offering high-quality intimate apparel and lifestyle wear. The company operates with fifteen product lines containing over eight thousand references, producing more than two million units annually. The core product portfolio centers on Bras (Essentials, Big Size, Minimizers, Push up, Deep neckline, Strapless, Wireless, Adhesive cups, Bodies, Accessories) and Panties (Thongs, Bikini, Brazilian, High waist, Culotte, Girdles, Invisibles, Adhesive), complemented by Swimwear (Swimsuits, Bikini Tops/Bottoms, Dresses, Sets), Homewear (Pijamas, Nightgowns, Robes, In & Out), Sport, and Bridal categories. The company also maintains distinct sub-brand collections including Manuela, One&Shape, One&Lace, Curves, Etna, One, Aurum, Federica, Agatha, Matilda, Malitzia, and themed seasonal swimwear lines (Solstice, Oberon, Oasis, Tropical, Animal print, etc.). An exclusive capsule collection collaboration with Pilar Rubio features across swimwear and sport lines. The brand emphasizes comfort, support, and technical perfection, with high-quality materials and impeccable pattern-making recognized globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Bras (Sujetadores) High-quality bras available in various types including Essentials, Big Size, Minimizers, Push up, Deep neckline, Strapless, Wireless, Adhesive cups, Bodies, and Accessories, with a design and comfort focus underpinned by impeccable pattern-making. Targeted at women seeking well-fitting, supportive intimate apparel across everyday and special-occasion use cases.
• Panties (Bragas) Diverse range of panties including Thongs, Bikini, Brazilian, High waist, Culotte, Girdles, Invisibles, and Adhesive styles, available across multiple collections such as Manuela. Targeted at women seeking everyday and shaping underwear options.
• Swimwear Swimwear collection including Swimsuits, Bikini Tops, Bikini Bottoms, Dresses and Tunics, Sets and Pants, and Complementos, organized by themes such as Basics, Navy style, Exclusives, Tropical, Ethnic, Retro, and Animal print. Targeted at women seeking stylish beach and pool wear.
• Homewear Homewear line combining comfort with style, including Pijamas, Nightgowns, Robes, In & Out versatile pieces, Basics, and Accessories, with sub-categories Exclusive, Youth, Classical, Floral, and Sport lines. Targeted at women seeking comfortable loungewear and sleepwear.
• Sport Sportwear collection including Tops, Leggins, Shorts, Jackets, and Dresses, featuring the Pilar Rubio collaboration for the #BYPILARRUBIO sport collection. Targeted at women seeking athletic and athleisure apparel.
• Bridal (Novias) Bridal lingerie collection designed for special occasions such as weddings. Targeted at brides seeking elegant intimate apparel for their wedding day.

Quantifiable outcome

• 50 years of constant learning process with each new contact, country and situation

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature1 record

Partnerships

One partnership is on record.

• CORREOS EXPRESSminorChannel Partner/ Reseller/ DistributorSpanish postal service used for return pickups, with Selmark subsidizing part of the return shipping cost (€3.90 deducted from refund).

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Women'Secret: Spanish-founded intimate apparel, sleepwear, and swimwear brand serving a similar mass-to-mid market women customer across Europe. Closest geographic and category peer to Selmark, sharing Iberian origin and broad DTC plus physical retail model.
• Intimissimi: Italian lingerie and sleepwear brand operated by Calzedonia Group with extensive European and global DTC retail footprint. Direct competitor to Selmark across bras, panties, sleepwear, and shaping categories.
• Hunkemöller: Dutch-based European intimates and loungewear retailer with strong DTC and omnichannel presence. Competes with Selmark in everyday bras, panties, shapewear, and homewear, with comparable mid-market positioning.
• Etam: French heritage lingerie and homewear brand with pan-European retail footprint and active e-commerce. Targets a similar demographic to Selmark across core intimates and sleepwear.
• Calzedonia: Italian apparel group with strong intimates, swimwear, and hosiery offerings under the Calzedonia and Intimissimi brands. Overlaps directly with Selmark's swimwear and shapewear lines.
• Aubade: French premium lingerie brand focused on bras and coordinating sets. Comparable to Selmark in product specialization (bras, bodysuits, seduction sets) but positioned at a higher price tier.
• Chantelle: French heritage intimates brand combining its own manufacturing with multi-channel distribution. Comparable to Selmark in vertical integration, European base, and emphasis on fit and craftsmanship.
• Prima Donna: Belgian lingerie specialist focused on full-figure and supportive bras. Directly comparable to Selmark's Curves collection in addressing the plus-size intimates segment with technical fit expertise.

Broad incumbents

• Wacoal: Japanese-founded global intimates conglomerate with extensive product breadth and international retail. Overlaps with Selmark in core bras and shapewear but operates at a materially larger scale and broader geographic footprint.
• Victoria's Secret: Global intimates and beauty brand with massive brand awareness and DTC platform. Competes with Selmark in bras and panties but at a much larger scale, with stronger marketing reach in North America and Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/selmarklingerie
• TikToktiktok.com/@selmarkofficial
• Xx.com/selmarklingerie
• Facebookfacebook.com/selmark.official
• LinkedInlinkedin.com/company/selmark-slu

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Selmark Lingerie