We use cookies to improve your experience and understand how PatternDesigners is used.
Van de Velde nv is a Belgian publicly traded company that designs and manufactures premium and luxury lingerie. Headquartered in Schellebelle (municipality of Wichelen), Belgium, the company was founded in 1919 by Achiel and Margaretha Van de Velde and remains family-owned after more than 100 years. Van de Velde's product brands - Marie Jo, PrimaDonna, and SARDA (from the Andrés Sardá acquisition) - are positioned in the premium-to-luxury lingerie segment. Its retail brands are Rigby & Peller (UK and US luxury lingerie chain, 87% stake acquired 2011) and Lincherie (Dutch lingerie retail chain, acquired 2010). Products are designed in Schellebelle and manufactured primarily in Tunisia, with some production in China. Total turnover reached €195.3 million in 2021 and the company employs 1,500+ people across Belgium, Tunisia, Germany, the UK, the US, Finland, the Netherlands, Hungary, and Spain. The company has been listed on Euronext Brussels since 1997 (25th anniversary 2022).
No named creative director or design team leadership is identified in the source for Marie Jo, PrimaDonna, or Andrés Sardá. Design takes place in Schellebelle (Belgium). The acquisition of Andrés Sardá (2008) brought a named luxury design label with its own design identity into the group. Marie Jo and PrimaDonna brand reputations are built on fit engineering and premium fabric selection rather than documented named designer direction.
Milestones:
Lingerie brands:
Retail chains:
Other retail: Donker stores (Netherlands, acquired 2012)
Product range: bras, briefs, lingerie, shapewear, swimwear, sports lingerie, sleepwear; all brands premium or above; designed in Schellebelle; produced primarily in Tunisia and China
Van de Velde combines wholesale lingerie distribution with owned retail through Rigby & Peller (UK, US, Dubai), Lincherie (Netherlands), and O&O stores. The Intimacy USA acquisition (85% in 2010; 100% in 2014) and subsequent rebranding to Rigby & Peller (2015) extended the premium lingerie retail model into the US market under a British heritage brand identity. The participation in TopForm International (Hong Kong, 2001) and the Private Shop joint venture (China and Hong Kong with Getz Bros., 2011; sold to Getz 2019) reflect earlier Asia distribution attempts, subsequently exited. The company is publicly listed on Euronext Brussels (since 1997; 25th anniversary 2022) while remaining family-controlled.
Van de Velde operates in the premium-to-luxury European lingerie segment, positioned above mass-market brands (Triumph, Hanesbrands) and at the boundary of ultra-luxury. Marie Jo and PrimaDonna are core commercial brands with strong European retail presence; PrimaDonna is specifically known for full-figure fit expertise (implied by "celebrating curves since 1865" positioning). Andrés Sardá adds a Spanish luxury design tradition. Rigby & Peller (UK, founded 1939) adds British luxury lingerie retail heritage. The group controls distribution through own-brand retail (O&O stores, Rigby & Peller, Lincherie) and wholesale to multi-brand lingerie retailers. Production is primarily in Tunisia, with some China - a design-in-Belgium, produce-in-lower-cost-market model standard for European premium textile brands.
Van de Velde designs and produces in one of the most surface-pattern-intensive commercial textile categories: premium lingerie.
Lace as structural surface pattern - lace is the defining fabric surface of premium lingerie and the primary commercial differentiator for Marie Jo and PrimaDonna. Lace fabric is itself a complex surface design structure: its pattern - floral, geometric, guipure, stretch lace, Chantilly - is engineered into the fabric construction and varies by motif density, openwork scale, and border design. The seasonal design of lingerie collections involves selecting and specifying lace patterns that give each collection its visual identity, or commissioning custom lace designs for signature styles. Van de Velde's design team in Schellebelle makes these surface pattern decisions for multiple seasonal collections per year across three brands.
Swimwear print - PrimaDonna Swim (2013) and Marie Jo Swim (2018) extend the group's surface design scope to swimwear print, a print-intensive commercial category with distinct seasonal colour and motif direction.
Andrés Sardá design tradition - Andrés Sardá is a Spanish luxury lingerie brand acquired via Eurocorset in 2008. Spanish luxury lingerie has a distinctive aesthetic tradition with a strong graphic surface design sensibility and use of lace, embroidery, and decorative print. The Sardá brand adds a luxury fashion design perspective to the Van de Velde portfolio.
Marie Jo Intense / Sports lingerie - the 2008 launch of Marie Jo Intense extends Van de Velde's surface design context to performance fabric categories, where technical surface treatments, engineered mesh patterns, and structured textile design are product features.
Lingerie Styling programme (2007) - Van de Velde's Lingerie Styling programme, launched alongside the Intimacy alliance, reflects engagement with the retail presentation and styling of lingerie product - a commercial activity intersecting with how surface-designed products are curated and merchandised.
Van de Velde nv is a Belgian publicly traded company that designs and manufactures premium and luxury lingerie. Headquartered in Schellebelle (municipality of Wichelen), Belgium, the company was founded in 1919 by Achiel and Margaretha Van de Velde and remains family-owned after more than 100 years.
Van de Velde designs and produces in one of the most surface-pattern-intensive commercial textile categories: premium lingerie. Lace as structural surface pattern - lace is the defining fabric surface of premium lingerie and the primary commercial differentiator for Marie Jo and PrimaDonna.
Van de Velde operates in the premium-to-luxury European lingerie segment, positioned above mass-market brands (Triumph, Hanesbrands) and at the boundary of ultra-luxury.
Van de Velde combines wholesale lingerie distribution with owned retail through Rigby & Peller (UK, US, Dubai), Lincherie (Netherlands), and O&O stores.
Van de Velde N.V. was established in 1919.
Belgium