Swiss group Calida takes over lingerie brand Erlich Textil
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Loading... - Kirsty Duke
- 11 Feb 2022
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Switzerland’s Calida has taken over the sustainable German lingerie brand, Erlich Textil, with effect from 4 February 2022. With the acquisition of this young brand, Calida is further expanding its strong position in the underwear market as planned. Calida will apply its proven brand expertise to further accelerate the growth of Erlich Textil.
Calida is strengthening its pioneering role in the sustainability and e-commerce growth segments with the purchase of the direct-to-consumer brand. Since its foundation in 2016, Erlich Textil with its registered office in Cologne has stood for fairness, sustainability and a positive working environment. The start-up employs 21 people and generated sales of €7 million in 2021. The pure online trader (D2C) attracted attention in the past years with its continuous growth and a scalable digital infrastructure. With its underwear products manufactured in Europe from top-quality textiles made from organic and renewable materials, Erlich Textil creates sustainable alternatives for the underwear market. The company won the German award for sustainable design (DNP) in 2021. Erlich Textil will continue to be managed by the two founders, Sarah Grohé and Benjamin Sadler. Erlich Textil is a brand of Vorfreude, in which Calida acquires a 90 percent stake, the company said in a press release.
“With the acquisition of Erlich Textil, a digital pure-player with a focus on a young target group, we are implementing the Accelerate 2026 strategy announced at the Capital Markets Day. We are particularly pleased that Erlich Textil and Calida share the same values and claims regarding sustainability and quality,” Hans-Kristian Hoejsgaard, chairman of the board of directors of Calida, said in a statement.
“We are delighted to have found a reliable partner in Calida with whom we can start the next growth phase of Erlich Textil. The shared values with regard to customer experience, quality and sustainability lay a strong foundation for a successful future,” Sarah Grohé, co-founder of Erlich Textil, said. Read More…
