CALIDA Group Bundle
What is the history of CALIDA Group?
Founded in 1941 in Sursee, Switzerland, CALIDA Group began with a focus on high-quality, comfortable 'on-my-skin products'. This foundational commitment to quality has guided its growth.
From its Swiss roots, the company has evolved into a global apparel provider, now encompassing brands like AUBADE, COSABELLA, MILLET, LAFUMA, and EIVY, serving both lingerie and outdoor markets. Despite market headwinds, the company demonstrated resilience.
The company's journey from its inception to its current global presence is a testament to its adaptability. A key aspect of understanding its market position involves a CALIDA Group Porter's Five Forces Analysis.
What is the CALIDA Group Founding Story?
The CALIDA Group's journey began in 1941 in Sursee, Switzerland, with founders Max Kellenberger and Hans Joachim Palmers. Their vision was to create fashion that prioritized quality and comfort, focusing on 'on-my-skin products' designed for individual lifestyles. This foundational principle has guided the company's CALIDA Group history and CALIDA Group founding.
CALIDA Group Origins and Early Development
Established during the challenging period of World War II, the company's focus on durable and comfortable clothing likely addressed a practical need. The CALIDA Group origins are rooted in Swiss manufacturing excellence, with initial investments in knitting and sewing facilities.
- Founded in 1941 by Max Kellenberger and Hans Joachim Palmers.
- Initial focus on quality and comfort in fashion, particularly underwear, sleepwear, and loungewear.
- Early operations involved establishing knitting and sewing plants in Switzerland.
- Founding families maintained a significant ownership stake, holding 70% of the capital even after the 1987 IPO.
The CALIDA Group company background highlights a strong commitment to its founding principles, which have been integral to its CALIDA Group development. This enduring focus on quality and comfort has been a cornerstone of the CALIDA Group business evolution timeline, contributing to its sustained success and Mission, Vision & Core Values of CALIDA Group.
CALIDA Group SWOT Analysis
- Complete SWOT Breakdown
- Fully Customizable
- Editable in Excel & Word
- Professional Formatting
- Investor-Ready Format
What Drove the Early Growth of CALIDA Group?
The early years of CALIDA Group were marked by significant expansion in manufacturing and a strategic move towards international operations. By 1990, the company had established a robust production and distribution network, laying the foundation for its future growth and diversification.
Early Manufacturing and Distribution Expansion
By 1990, CALIDA Group had developed a strong manufacturing base, including a knitting plant in Switzerland, two sewing plants in Hungary and Portugal, and a factory in India. This was complemented by a fully automated distribution center, showcasing an early commitment to efficient global logistics.
Public Offering and Family Control
In 1987, the company went public with an IPO on the Swiss Exchange SWX in Zurich. Despite this step, the founding families retained a significant 70% majority stake, indicating a continued strong influence over the company's direction.
Leadership Transition and Restructuring
Around the year 2000, a notable leadership change occurred with the Kellenberger family acquiring a 51% majority stake, leading to the departure of the Palmers family. The early 2000s, specifically 2002, saw a period of necessary restructuring, including plant closures in Switzerland and the sale of the Indian factory, following several years of financial challenges.
Brand Portfolio Diversification and E-commerce Embrace
CALIDA Group strategically expanded its brand portfolio in 2005 with the acquisition of the French lingerie brand AUBADE. Further diversification occurred in 2017 through a stake in the LAFUMA Group, a prominent French sports and outdoor clothing producer. The company also embraced digital transformation by acquiring REICH ONLINE SERVICES in 2020, later rebranded as CALIDA GROUP DIGITAL, demonstrating an early understanding of the importance of e-commerce. These strategic moves are a key part of the Marketing Strategy of CALIDA Group.
CALIDA Group PESTLE Analysis
- Covers All 6 PESTLE Categories
- No Research Needed – Save Hours of Work
- Built by Experts, Trusted by Consultants
- Instant Download, Ready to Use
- 100% Editable, Fully Customizable
What are the key Milestones in CALIDA Group history?
The CALIDA Group has a rich history marked by strategic acquisitions and market expansions, alongside periods of necessary restructuring. Key moments include the 2005 acquisition of AUBADE, the 2017 stake in LAFUMA Group, and the 2022 purchase of COSABELLA, which bolstered its US presence and aligned with its 'ACCELERATE 2026' strategy. This journey reflects a dynamic CALIDA Group history and development.
| Year | Milestone |
|---|---|
| 2005 | Acquired the French luxury lingerie brand AUBADE, expanding into the intimate apparel segment. |
| 2017 | Took a strategic stake in the LAFUMA Group, diversifying into sports and outdoor clothing. |
| 2022 | Acquired the premium lingerie brand COSABELLA, entering the US market and strengthening its underwear segment. |
| 2024 | Sold LAFUMA MOBILIER, generating a net profit of CHF 14.9 million. |
| June 2025 | Appointed Thomas Stöcklin as the new CEO, focusing on operational excellence and premium positioning. |
The company's strategic acquisitions, such as AUBADE and COSABELLA, represent key steps in its CALIDA Group business evolution timeline, broadening its brand portfolio and market reach. The integration of COSABELLA, in particular, is a significant aspect of the Growth Strategy of CALIDA Group, aiming to establish a strong foothold in the crucial US market.
Brand Portfolio Expansion
The acquisition of AUBADE in 2005 and COSABELLA in 2022 significantly broadened the group's presence in the intimate apparel and lingerie markets. These moves were crucial for CALIDA Group milestones.
Diversification into Outdoor Apparel
The strategic stake in LAFUMA Group in 2017 marked a diversification into the sports and outdoor clothing sector, showcasing CALIDA Group development.
US Market Entry and Hub Strategy
The acquisition of COSABELLA in 2022 was a pivotal step for CALIDA Group, establishing a US hub for geographical expansion and reinforcing its position in the underwear segment.
The company has faced challenges, including a period of restructuring in the early 2000s due to unprofitability, and more recently, a decline in sales in the first half of 2025. These are significant CALIDA Group challenges that require strategic adaptation.
Sales Decline in H1 2025
In the first half of 2025, the group saw a 7.1% currency-adjusted sales decline, with specific brands like CALIDA, AUBADE, and COSABELLA experiencing decreases of 5.5%, 10.2%, and almost 24% respectively.
Profitability Impact
The adjusted operating result (EBIT) for the first half of 2025 shifted to a negative CHF -1.5 million, reflecting the impact of market uncertainties and a cautious consumer climate.
Operational Restructuring
The early 2000s involved significant operational streamlining and the divestment of certain manufacturing facilities to address prior unprofitability, a key part of the CALIDA Group early years history.
CALIDA Group Business Model Canvas
- Complete 9-Block Business Model Canvas
- Effortlessly Communicate Your Business Strategy
- Investor-Ready BMC Format
- 100% Editable and Customizable
- Clear and Structured Layout
What is the Timeline of Key Events for CALIDA Group?
The CALIDA Group history traces back to its founding in 1941 by Max Kellenberger and Hans Joachim Palmers in Sursee, Switzerland. The company's journey includes significant manufacturing investments in the 1990s and a strategic shift in ownership in 2000. After a restructuring period in the early 2000s, the group expanded through acquisitions, notably AUBADE in 2005 and COSABELLA in 2022, while divesting other segments. This evolution reflects a consistent focus on its core business and premium positioning.
| Year | Key Event |
|---|---|
| 1941 | CALIDA was founded by Max Kellenberger and Hans Joachim Palmers in Sursee, Switzerland, marking the CALIDA Group founding. |
| 1987 | The company had its IPO on the Swiss Exchange SWX in Zurich, with founding families retaining a substantial 70% of capital. |
| 1990 | Significant manufacturing investments were made, including facilities in Switzerland, Hungary, Portugal, and India, showcasing CALIDA Group's early development. |
| 2000 | The Kellenberger family acquired a majority stake of 51%, leading to the departure of the Palmers family. |
| 2002 | A restructuring period commenced to address financial challenges, involving operational streamlining and the sale of some manufacturing sites. |
| 2005 | The French lingerie brand AUBADE was acquired, expanding the group's portfolio. |
| 2017 | A strategic stake was acquired in the LAFUMA Group, a French producer of sports and outdoor clothing. |
| 2020 | The German e-commerce specialist REICH ONLINE SERVICES was taken over and later rebranded to CALIDA GROUP DIGITAL. |
| 2021 | The MILLET MOUNTAIN GROUP and Jean-Pierre Millet and Inspiring Sport Capital were sold to concentrate on the core lingerie business. |
| 2022 | The premium lingerie brand COSABELLA was acquired, facilitating entry into the US market and strengthening the underwear segment. |
| 2023 | A strategic reorientation of the CALIDA Group was undertaken, shaping the fiscal year 2024. |
| 2024 | Sales reached over CHF 230 million with 2,000 employees, and a net profit of CHF 14.9 million was achieved, partly due to the sale of LAFUMA MOBILIER. |
| 2025 (H1) | Sales decreased by 8.6% to CHF 101.7 million, with an adjusted operating result (EBIT) of -1.5 million Swiss francs, and Thomas Stöcklin was appointed as the new CEO. |
Focus on Profitable Growth
The group's 'Accelerate' strategy prioritizes profitable growth and operational optimization. This aims to enhance the premium positioning within the textile sector.
Brand Development and Market Expansion
Growth is expected from the organic development of core brands CALIDA and AUBADE. The positioning of COSABELLA in the US market is also a key driver for future success.
Product Line Integration
From May 2025, the group will manage Cosabella's product development, supply chain, and sales outside the US. A fully integrated product lineup is anticipated by 2026.
Long-Term Vision
The company's future direction remains anchored in its founding vision of delivering high-quality 'on-my-skin' products. This commitment is adapted for a global premium market, building on its CALIDA Group history.
CALIDA Group Porter's Five Forces Analysis
- Covers All 5 Competitive Forces in Detail
- Structured for Consultants, Students, and Founders
- 100% Editable in Microsoft Word & Excel
- Instant Digital Download – Use Immediately
- Compatible with Mac & PC – Fully Unlocked
- What is Competitive Landscape of CALIDA Group Company?
- What is Growth Strategy and Future Prospects of CALIDA Group Company?
- How Does CALIDA Group Company Work?
- What is Sales and Marketing Strategy of CALIDA Group Company?
- What are Mission Vision & Core Values of CALIDA Group Company?
- Who Owns CALIDA Group Company?
- What is Customer Demographics and Target Market of CALIDA Group Company?
Disclaimer
All information, articles, and product details provided on this website are for general informational and educational purposes only. We do not claim any ownership over, nor do we intend to infringe upon, any trademarks, copyrights, logos, brand names, or other intellectual property mentioned or depicted on this site. Such intellectual property remains the property of its respective owners, and any references here are made solely for identification or informational purposes, without implying any affiliation, endorsement, or partnership.
We make no representations or warranties, express or implied, regarding the accuracy, completeness, or suitability of any content or products presented. Nothing on this website should be construed as legal, tax, investment, financial, medical, or other professional advice. In addition, no part of this site—including articles or product references—constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any securities, franchises, or other financial instruments, particularly in jurisdictions where such activity would be unlawful.
All content is of a general nature and may not address the specific circumstances of any individual or entity. It is not a substitute for professional advice or services. Any actions you take based on the information provided here are strictly at your own risk. You accept full responsibility for any decisions or outcomes arising from your use of this website and agree to release us from any liability in connection with your use of, or reliance upon, the content or products found herein.