PrimaDonna
Van de Velde · Germany
PrimaDonna is a premium lingerie brand of German origin owned by the Belgian group Van de Velde. It makes lingerie, swimwear and sportswear, with a long standing focus on celebrating curves.
| Parent | Van de Velde |
|---|---|
| Acquired | 1990 |
| Group headquarters | Schellebelle, Belgium |
| Lines | Lingerie, Swim (2013), Sport (2017) |
| Website | primadonna.com |
What is PrimaDonna?
PrimaDonna is a premium lingerie brand that originated as a German company and was acquired by Belgian lingerie group Van de Velde in 1990. Van de Velde, founded in 1919 by Achiel and Margaretha Van de Velde, is headquartered in Schellebelle, Belgium, where its collections are designed.
History
Under Van de Velde, PrimaDonna has expanded beyond its core lingerie into adjacent categories. The brand added PrimaDonna Twist in 2010, PrimaDonna Swim in 2013 and PrimaDonna Sport in 2017. In 2015 the brand marked its heritage with the message of celebrating curves since 1865. For Van de Velde's centenary, PrimaDonna and sister brand Marie Jo released limited editions.
Products and positioning
- Lingerie
- Swimwear
- Sports bras and sportswear
PrimaDonna sits alongside Marie Jo and SARDA among Van de Velde's premium brands. The group's products are designed in Belgium and mostly produced in Tunisia.
Distribution
The brand is sold through specialist lingerie retailers and department stores, and online through its own website, which ships to much of Europe, Canada and the United States.
Why it matters
PrimaDonna is one of the anchor brands of a major European intimates group and a reference name in premium lingerie.
Frequently asked questions
Who owns PrimaDonna?
PrimaDonna is owned by Van de Velde, a Belgian lingerie group that acquired the German company in 1990.
What does PrimaDonna sell?
PrimaDonna sells premium lingerie, swimwear and sportswear, including the PrimaDonna Swim and PrimaDonna Sport lines.