Van de Velde
Van de Velde is a Belgian luxury lingerie company that designs, produces, and sells Marie Jo, PrimaDonna, and Sarda brands plus owned retail concepts Rigby & Peller and Lincherie, serving independent retailers and consumers across Europe, the UK, and the US.
- Company typePublic
- Founded1919
- HeadquartersSchellebelle, Belgium
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Van de Velde does
Van de Velde NV is a Belgian public limited company founded in 1919 and headquartered in Schellebelle, Belgium, listed on Euronext Brussels under ISIN BE0003839561. The company designs, produces, and commercializes luxury women's lingerie and swimwear under three owned brands: Marie Jo (everyday luxury since 1981), PrimaDonna (specialist in larger cup sizes, with sub-brands PrimaDonna Twist, PrimaDonna Swim, and PrimaDonna Sport), and Sarda (fashion-forward designs). All core activities, including design, product development, prototype production, raw material sourcing (predominantly European), quality control, fabric cutting, final inspection, distribution, and sales and marketing, are managed from the Belgian headquarters, while garment assembly is performed in foreign production centers, primarily Hungary.
The company operates a hybrid business model combining B2B wholesale to independent lingerie retailers and brand dealers (supported by a B2B portal at vandeveldeservice.com) with B2C direct retail through two owned concepts: Rigby & Peller (founded 1939 in London, with 8 boutiques across the UK, Germany, and the US) and Lincherie (a franchise-style Dutch chain with 31+ stores and webshop in the Netherlands). Brand-specific e-commerce sites (mariejo.com, primadonna.com, andressarda.com, rigbyandpeller.com, lincherie.nl) extend the direct-to-consumer reach. The value proposition centers on specialized fit expertise, including sizes up to M cup and 65-115 band range, supported by a personalized Lingerie Styling service.
Ownership is concentrated in the Laureys and Van de Velde families through Van de Velde Holding NV, with 41.58% public float. The group has 501-1000 employees, maintains a dividend policy of minimum 40% of consolidated profit, and conducts recurring share buybacks. The company is SA8000 certified for social accountability in its supply chain. Leadership has undergone multiple transitions since 2022, with the most recent announced succession of Marc Dambremez as CEO to succeed Karel Verlinde in April 2026.
Van de Velde firmographics
Firmographics- Name
- Van de Velde
- Legal name
- Van de Velde NV
- Website
- https://vandevelde.eu
- Company type
- Public
- Founded year
- 1919
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Van de Velde is a Belgian luxury lingerie company that designs, produces, and sells Marie Jo, PrimaDonna, and Sarda brands plus owned retail concepts Rigby & Peller and Lincherie, serving independent retailers and consumers across Europe, the UK, and the US.
- Ownership category
- akta.pro rank
Van de Velde industry classification
Industry- Product category
- Luxury Lingerie & Intimates Apparel
- NAICS
- Clothing and Clothing Accessories Retailers (45811), Clothing and Clothing Accessories Merchant Wholesalers (424350)
- SIC
- Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD)
- akta.pro secondary industry
- Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)
Keywords
Where Van de Velde is headquartered
LocationHeadquarters
- HQ city
- Schellebelle
- HQ country
- Belgium
- HQ region
- Europe
Offices8 records
Markets served
Van de Velde business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Wholesale to Independent Retailers: Van de Velde creates, produces, and commercializes luxurious ladies' lingerie under own brand names, selling wholesale to independent retail partners and brand dealers.
- Retail through Owned Concepts: Revenue from company-owned retail stores including Lincherie (31+ stores in Netherlands) and Rigby & Peller (international boutiques in UK, Germany, US).
- E-commerce Direct Sales: Direct online sales through brand-specific websites including mariejo.com, primadonna.com, andressarda.com, rigbyandpeller.com, and lincherie.nl.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Van de Velde product offering
Product offeringCore offering
Van de Velde designs, produces and commercialises luxury women's lingerie under three own brands (Marie Jo, Primadonna, Sarda), distributes them wholesale to independent retailers worldwide, and sells directly to consumers through company-owned boutiques and brand-specific e-commerce sites. The company also operates two owned retail concepts — Rigby & Peller (UK, Germany, US) and Lincherie (Netherlands, 31+ stores) — that deliver a personalized Lingerie Styling fitting service.
Product overview
Van de Velde is a Belgian luxury lingerie company that creates, produces, and commercialises luxury women's lingerie under its own brand names. The company operates two main segments: branded products and retail operations. The branded portfolio consists of three core lingerie brands: Marie Jo (elegant everyday luxury lingerie and swimwear since 1981), Primadonna (specialising in larger cup sizes with sub-brands PrimaDonna Twist, PrimaDonna Swim, and PrimaDonna Sport), and Sarda (fashion-forward comfort-focused designs). The retail segment includes owned store concepts: Rigby & Peller (British heritage luxury lingerie boutiques with Lingerie Styling service operating in the UK, Germany, and US) and Lincherie (Dutch luxury lingerie chain with over 31 stores offering personal fitting services). All key activities are managed from Belgium including design, product development, prototyping, purchasing, quality control, cutting, final inspection, administration, distribution, sales, and marketing, while assembly is performed in foreign production centres.
Differentiator
Problem solved
Functional benefit
Brands
- Marie Jo: Belgian lingerie label creating elegant and perfectly fitting lingerie and swimwear since 1981.
- Primadonna
- Sarda
- Rigby & Peller
- Lincherie
Products and services
- Marie Jo Belgian luxury lingerie and swimwear brand (since 1981) offering elegant, fashion-forward everyday and special-occasion lingerie designed for a confident fit and feel, sold through independent retailers and the brand's own website.
- Primadonna Luxury lingerie brand specializing in fitted, supportive lingerie for women with larger cup sizes (up to M-cup, 65–115 band), built on more than 100 years of Belgian craftsmanship heritage.
- PrimaDonna Twist Fashion-forward sub-brand of PrimaDonna offering statement lingerie styles — mousse bras with edgy prints, T-shirt bras with playful twists and deep plunge bralettes — for women who want style in fuller cup sizes.
- PrimaDonna Swim PrimaDonna's swimwear line — bikinis, swimsuits and accessories — designed to flatter every silhouette while providing support for larger cup sizes.
- PrimaDonna Sport PrimaDonna's sports lingerie collection featuring a patented fit system delivering superior support for women with larger busts up to H-cup during athletic activity.
- Sarda (by Andres Sarda) Fashion-forward lingerie label offering unseen, comfort-focused designs that combine style with everyday wearability for women who want quality with attitude.
- Rigby & Peller Company-owned luxury lingerie retail chain (founded 1939, London) operating boutiques in prestigious UK shopping districts plus Germany and the US, offering a personalized Lingerie Styling fitting service and curated luxury brands.
- Lincherie Dutch luxury lingerie franchise chain with 31+ stores and webshop in the Netherlands, known for personalized fitting by trained Lingerie Stylists and voted 'beste paskamer van Nederland' (best fitting room).
Quantifiable outcome
- Lincherie voted 'beste paskamer van Nederland' (best fitting room Netherlands)
- +1 more outcomes
Companies that use Van de Velde
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Van de Velde technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Van de Velde partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Private Shop (Hong Kong Joint Venture)minorVan de Velde operated a Hong Kong joint venture called Private Shop which was terminated in 2019. This was a diversification initiative in Asian retail markets that did not continue.
- Rigby & PellercoreRigby & Peller is a luxury lingerie retail chain founded in 1939 in London. Van de Velde acquired the company and operates it as a company-owned retail concept with 8 boutiques in prestigious London shopping districts, plus expansion to Germany and the US. The chain specializes in personalized Lingerie Styling service.
- LincheriecoreLincherie is a Dutch luxury lingerie chain operated as a franchisee concept with 31+ stores and a webshop in the Netherlands. Van de Velde acquired and operates this retail concept. The chain was voted 'best fitting room in the Netherlands' by consumers.
- IntimacyminorAcquired retail chain as part of Van de Velde's diversification into retail since 2007. No further details provided in source material.
Scale indicators6 records
Recent moves8 records
Expansion highlights5 records
Van de Velde competitors and assessment
Company assessmentDirect peers
- Wacoal Holdings: Wacoal is Japan's largest intimate apparel manufacturer, operating multiple premium lingerie brands (Wacoal, b.tempt'd, Elomi) with strong fuller-figure fit technology. Comparable to Van de Velde in design/manufacture of premium intimates with fit-driven moat and brand-portfolio architecture.
- La Perla: La Perla is an Italian ultra-luxury lingerie and beachwear maison operating own boutiques worldwide and wholesale to luxury department stores. Comparable to Van de Velde in premium European lingerie heritage and owned-retail strategy, though positioned at higher price points.
- Simone Pérèle: Simone Pérèle is a French family-owned luxury lingerie house designing refined bras and corsetry with strong fit expertise, sold through specialty retailers and own boutiques. Comparable to Van de Velde in family-controlled European luxury lingerie, fit specialization, and combined wholesale/retail model.
- Cosabella: Cosabella is an Italian luxury lingerie and loungewear brand sold through specialty retailers and own e-commerce globally. Comparable to Van de Velde in European heritage, fashion-forward intimates design, and wholesale-plus-DTC mix at similar scale.
- Triumph International: Triumph International is a Swiss-headquartered global lingerie manufacturer and brand owner with multi-brand portfolio (Triumph, Sloggi, Honeydew) selling through wholesale and own retail. Closely comparable to Van de Velde in B2B-to-retail distribution and multi-brand premium intimates positioning, with broader global reach.
- Chantelle: Chantelle is a French heritage lingerie brand founded 1876, designing and manufacturing premium bras, briefs, and shapewear distributed through department stores and specialty retailers globally. Closely comparable to Van de Velde in premium European lingerie positioning, fit heritage, and wholesale-led distribution.
Broad incumbents
- Hanesbrands: Hanesbrands is a US-listed global intimates and activewear conglomerate owning Champion, Hanes, Maidenform, Bali, and Playtex. Comparable to Van de Velde in intimates manufacturing and brand portfolio, but operating at vastly larger scale and across mass-market price tiers.
- PVH Corp (Calvin Klein, Tommy Hilfiger): PVH Corp owns Calvin Klein and Tommy Hilfiger, both of which include sizable intimates businesses. Comparable to Van de Velde as a broad apparel conglomerate with intimates as one category, with significantly larger scale and global brand reach.
- Victoria's Secret & Co. Victoria's Secret is the largest US specialty lingerie retailer with own stores, e-commerce, and the PINK brand. Comparable to Van de Velde in retail-led intimates distribution and multi-brand architecture, though at mass-premium rather than true-luxury positioning and North American focus.
Emerging players
- Savage X Fenty: Savage X Fenty is a digitally-native intimates and loungewear brand emphasizing inclusive sizing and body positivity, distributed primarily through own e-commerce and select retail. Comparable to Van de Velde as an intimates brand extending into fuller/inclusive sizing, though operating with digital-first DNA rather than wholesale heritage.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Van de Velde social profiles
Digital presenceVan de Velde compliance and trust
Trust signalCompliance1 record
Van de Velde financial estimates
Financial estimateRevenue estimate
Valuation estimate
Van de Velde leadership team
Management profileNumber of profiles
Profiles19 records
Van de Velde subsidiaries and ownership
Company hierarchySubsidiaries8 records
Van de Velde funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Van de Velde M&A and investment
M&A and investmentM&A4 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Van de Velde
What does Van de Velde do?
Van de Velde designs, produces and commercialises luxury women's lingerie under three own brands (Marie Jo, Primadonna, Sarda), distributes them wholesale to independent retailers worldwide, and sells directly to consumers through company-owned boutiques and brand-specific e-commerce sites. The company also operates two owned retail concepts — Rigby & Peller (UK, Germany, US) and Lincherie (Netherlands, 31+ stores) — that deliver a personalized Lingerie Styling fitting service.
Is Van de Velde a public or private company?
Van de Velde is a public company. It is classified as public and is currently operating.
When was Van de Velde founded?
Van de Velde was founded in 1919. It employs 501 to 1,000 people.
Where is Van de Velde based?
Van de Velde is headquartered in Schellebelle, Belgium, in the Europe region.
How does Van de Velde make money?
Three revenue lines are on record. Wholesale to Independent Retailers are the primary driver. The others are retail through Owned Concepts and E-commerce Direct Sales.
Who are Van de Velde's main competitors?
Direct peers on record are Wacoal Holdings, La Perla, Simone Pérèle, Cosabella, Triumph International and Chantelle. Broad incumbents are Hanesbrands, PVH Corp (Calvin Klein, Tommy Hilfiger) and Victoria's Secret & Co.. Savage X Fenty is listed as an emerging player.
Does Van de Velde have an API?
No public API is recorded for Van de Velde.
What industry is Van de Velde in?
Van de Velde's product category is Luxury Lingerie & Intimates Apparel. Its primary akta.pro industry code is CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies), with a secondary code of CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands. Its NAICS code is 45811 and its SIC code is 2300.