Swiss heritage brand CALIDA to return to the UK

CALIDA, one of the most established bodywear brands in Europe, will return to the UK this month, after nearly 20 years away from the country, Lingerie Insight has learned.

Straps Ltd has become the exclusive UK and Ireland agent for the brand, which has been headquarted in Sursee, Switzerland since 1941.

The company said it will showcase the label’s latest collection of lingerie, swimwear and sleepwear to retailers in London in the coming weeks.

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CALIDA enjoyed great success in the 80s and 90s, when it was stocked in high-end retailers, including Harrods, Selfridges, Fenwick and House of Fraser.

“Now, after a period of years of not having CALIDA in the UK, which is considered one of the top lingerie markets in the world today, it was decided CALIDA should go back,” a spokesperson for the brand revealed.

“To be perfectly honest CALIDA should have gone back to the UK before now,” they added.

“Stores throughout Europe continually see visitors from the UK purchasing from the range of CALIDA products and receive regular enquiries from UK consumers about the brand.

“Strategically, CALIDA has been planning and preparing to enter a number of new markets around the globe and has linked up
with key players in each of the markets.”

CALIDA has 125 own-brand stores in Switzerland, Germany, Austria, France, Luxemburg and the Netherlands. It has 3,000 sales partners worldwide and sells over 20,000 products daily.

The brand specialises in luxury lingerie and nightwear made using natural fibres.

Ken Campbell, director of Straps Ltd Intimate Apparel Agency said: “We researched the history and DNA of the brand and it was clear to see and understand why and how CALIDA had become recognised as one of the leading bodywear brands.

“Its Swiss heritage and attention to detail in the procurement of the finest fabrics, the design of its products, the grading and manufacturing process and capabilities makes the brand what it is, and it follows these principals with vigour.

“It is these qualities that made the decision to represent CALIDA in the UK and Ireland so easy,” Campbell added.

CALIDA’s collection for SS15 is inspired by nature. Its women’s range includes cotton ‘Silhouette’ briefs available in a fine 80% cotton and 20% elastane blend. The seamless regular and low boy-cut briefs are designed to be worn under lightweight clothing.

The brand also offers a range of bikinis and cover-ups in fashion colours and prints.

For men, the company has manufactured a line of high-performance garments, including a fast-drying, breathable deep V-neck T-shirt made with 87% Meryl Skinlife/polyamide and 13% elastane to regulate body temperature.

Silver ions in the fabric provide comfort by preventing skin irritation and unwanted odour.

Correction notice: In the October issue of Lingerie Insight magazine, the editorial team published a sentence as part of the above story that read ‘But the brand ran into financial difficulties in the early 2000s and new management were elected’. Lingerie Insight has since learned that this sentence is untrue and inaccurate.

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