Wolford to exit swimwear business

Luxury hosiery brand Wolford has announced that it will discontinue its swimwear lines from 2015.

The Austrian company said it will refocus its product line so that legwear becomes the “DNA of the brand” and its shapewear and lingerie offering can be expanded.

The swimwear product group will be discontinued beginning with the SS15 collection and Wolford will reduce its ready-to-wear line “to match a more precise positioning”.

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The news comes after the company’s H1 results dropped dramatically from €4 million (£3.3m) to €1.64 million (£1.38m) last year.

Wolford said in a statement: “Wolford plans to adjust the structure of the product line and collection statement to better reflect the expectations of customers in the future. This strategic refocussing is based on the results of market surveys as well as an extensive analysis of the product line.”

“The refocussing of distribution is intended to ensure the best possible access to customers by creating a balanced mix of Wolford’s own locations and partner boutiques,” the statement continued.

Going forward, Wolford said it will concentrate on opening its own boutiques at top locations in key strategic markets and growth regions for the brand.




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