Aubade news and archive

Aubade restructures its sales organisation in France to accelerate its omnichannel strategy

Lingerie house Aubade, part of the Calida group, is undergoing a major structural transformation. Under the leadership of its managing director, Claire Masson, the company announced the creation of a centralised retail team on Thursday, January 8. This new entity merges the retail, space management and wholesale divisions to respond more...

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Business

Calida H1 sales dip, profit rises due to Lafuma Mobilier sale

The Swiss lingerie group Calida Holding AG (Calida Group) suffered substantial sales losses in the first six months of the 2025 financial year. However, the sale of the outdoor furniture division, Lafuma Mobilier, resulted in a higher profit. In its half-year report published on Thursday, the group also emphasised its commitment to continuing...

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Calida Group CEO Reiner Pichler decides to step down

Reiner Pichler, CEO of Calida Group, is stepping down. The company said in a statement that he intends to devote his time to new tasks that will allow him a more flexible organization of work without requiring a full-time presence. Commenting on Pichler’s decision, Hans-Kristian Hoejsgaard, Chairman of the company’s board of directors said: “We...

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Calida posts rise in full year sales

Adjusted for exchange rate effects, the Calida Group said, consolidated net sales increased year on year by 1.7 percent to 404.3 million Swiss francs (427.8 million dollars) in 2019. The company added that in the reporting year, 50.9 million Swiss francs (53.8 million dollars) of the sales were generated by the group as a whole, corresponding to...

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Calida Group records strong growth in 2018

The Calida Group recorded consolidated net sales increase in the reporting year of 7.6 percent from to 409.5 million Swiss francs (410 million dollars), while adjusted for exchange rate effects, the increase came to 4.1 percent. Net income increased 5.3 percent on the prior year to 17.8 million Swiss francs (17.8 million dollars). The company...

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Fashion

The world cupped: the inside story of the bra

It rarely sees the light of day but the upscale bra is the most tested, sweated over and highly engineered piece of clothing of all. AFP went behind the scenes at some of the most famous French lingerie houses to draw back the veil on the almost exclusively feminine world of bra making. No other item of clothing provokes such fierce emotions....

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Fashion

Lingerie looks for new bottom line after #MeToo

"We haven't yet found a better way of selling knickers than a beautiful bottom," says Sarah Stagliano, one of a new breed of French lingerie designers grappling with how to make exciting underwear in the age of #MeToo. With G-strings and push-up bras losing their allure as ultra sexiness gives ways to comfort, and the whole idea of seduction...