Dorina celebrates UK success story one year on

Dorina’s new Tone on Tone collection will launch for SS18.

Global lingerie and swimwear brand Dorina is celebrating a “fantastic year of growth” after launching in the UK in January.

Speaking at its SS18 launch event in London this morning, the label said it has picked up several major accounts, including House of Fraser, ASOS, Figleaves and Very, since making its debut in the market.

Dorina, which celebrates its 50th anniversary next year, was previously owned by Triumph and sold exclusively in Germany and Austria before being bought by Hoplun, a Hong Kong-based manufacturer, in 2015.

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Hoplun gave the brand a major overhaul, incorporating fashion products from its Marie Meili collection as part of the new look, and gradually entered into global markets.

“We have sales all over Europe, and this year we’ve really developed into the US, the Middle East and Eastern Europe, so we are spreading our wings everywhere,” said UK general manager Maria Ryan.

For SS18, Dorina will continue to roll out its popular fuller bust range, Dorina Curves, along with Dorina Swimwear and Dorina Active.

It has also introduced some new product concepts, which will roll out into stores before Christmas, including Tone on Tone, a shades of nude lingerie range.

The collection offers four key bra shapes – a practical everyday T-shirt bra with floral detail on the wings, a push-up bra with a fine lace back strap detail and convertible clip, a non-padded bra with floral lace detail and a full lace bralette.

Commenting on the launch, Ryan said: “As part of our brand slogan of ‘We Fit Your World’, we have lingerie for all ages, shapes and sizes, and we thought it was about time that we offered lingerie for all skin tones.

“It has had a great reaction and we are confident that this is a very important category to develop in the market.”

Dorina has also introduced a loungewear range consisting of laid-back silhouettes produced in soft modal fabric. The brand will continue to expand this category in future seasons.



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