Sapph
Sapph is a Dutch lingerie brand selling bras, briefs, lingerie sets, bodies and nightwear. It focuses on comfort and fit and sells mainly through its own online shop.
| Origin | Netherlands |
|---|---|
| Products | Bras, briefs, bodies, nightwear |
| Main channel | Own webshop |
| Website | sapph.com |
What is Sapph?
Sapph is a lingerie brand from the Netherlands. It positions itself around comfort, self-expression and fit, summed up in its line For expression, not approval. The brand says it designs lingerie around women's bodies and daily lives, and that it measures, tests and refines its designs rather than relying on a single standard fit.
Products and positioning
The range covers bras, briefs, strings, lingerie sets, bodies and nightwear such as pyjamas, nightdresses and kimonos. Products are grouped into series with names such as Jana, Tessa, Marrit, Comfort, Birdie and Silke. Historically the brand has also sold swimwear.
Distribution
Sapph sells through its official webshop with delivery across the Netherlands and Belgium. In the past it operated a shop-in-shop at V&D in Utrecht, and after V&D's closure in 2016 it opened a temporary pop-up store in Utrecht. At that time the brand was owned by Coolinvestments, the company led by Roland Kahn that also owned Coolcat and America Today.
Why it matters
Sapph illustrates how Dutch lingerie labels have shifted from department store concessions towards a direct online model built on fit and comfort.
Frequently asked questions
Where is Sapph from?
Sapph is a lingerie brand from the Netherlands.
What does Sapph sell?
Sapph sells bras, briefs, lingerie sets, bodies and nightwear such as pyjamas and kimonos.