Part of the capital is on the stock exchange

For her are under age 60, Wolford playing the card of luxury. The Austrian brand, the top range tight specialist, has launched a panty body and its lower embedded crystals Svarosky, at 350 copies only in the world. This "collector" sale price: 995 euros. This limited edition reminds diversification by the group for a decade. In addition to the tights, it sells bodies, lingerie and ready-to-wear.

But, last year, tights, its core business for half of the activity, which resisted the better. Them and restart of sales in the fourth quarter, particularly in the United States and Britain, the group could go up the slope. On its fiscal year 2009-2010 in late April, Wolford has limited the decline in sales to 2, to EUR 144 million. The Austrian manufacturer, which plunged into the Red last year, recorded a positive net result of EUR 2.6 million and an operating profit which has doubled, to 4.5 million. A progression due to the savings and investments for a better management of stocks. "Two years also the market of the sticker is worn by fashion, which allowed us to mitigate the effects of the crisis", notes Yves Michel, the pattern of the subsidiary France. In addition, it is a classic product, little expensive "to rapid renewal." "The level of risk is low for distributors, which is therefore not operated clear cuts in their orders," he continued.

This was not the case for the below and ready-to-wear. The first collections were launched only four years ago, but already represent 37 of the turnover. With this diversification to dresses and coats, Wolford wants to become a global brand. "We will continue to increase our visibility in this area." Our clothes are still predominantly sold in our stores. It should install a true collection in the number of models, through our stores, and then gradually expand to conquer multi-brand retail outlets in the mode, note the France leader. This takes time and investment in communication.

A model cellulite

Manufacturer of Brengenz, on the border between the Austria and the Switzerland, now has a network of 215 stores worldwide, including 100 in own and smics multi-brand dealers. This distribution strategy was pay, since in its stores sales grew 10. While they decreased by 10 in its distributors. The company will continue this year the development of its own or in partnership, shops that already weigh to 59.5 of its network. In France (26 stores), 2 openings are planned in 2011. To integrate this expertise in clothing, the group opened a workshop production in Slovenia (150 jobs), in January after a first in Austria. Previously, he was call to subcontractors, especially Italy, Czech Republic and Hungary. With the rise of the ready-wear, Wolford wants to control the production, to protect the quality of its products. The group is still the property of the third generation of the Palmers, the name of one of the two founders. Part of the capital is on the stock exchange.

The mark will innovate this year on the sticker, launching in September an anti-cellulite model and another moisturizer. Both contain microcapsules containing these assets... which the effect stops after 6 washings. These opaque tights can of course continue to be worn then. Dim was precursor on this sector.