Hong Kong lingerie company Hop Lun has bought the Dorina brand from European underwear giant Triumph.
Dorina was positioned as Triumph’s more affordable label to the parent brand. But, for the same reason the Swiss company sold men’s underwear label Hom last year, it has divested Dorina to focus on its core brands” Triumph and Sloggi.
Buyer Hop Lun says it wants to expand its exposure in the key European market and buying an established brand name there is strategically more productive than trying to develop brand recognition of its own labels.
Said Hop Lun CEO, Pieter-Bas Stehmann: “We know how important in today’s world are fast delivery and good service, and have therefore decided, to add to our current fashion collections a ‘never-out-of-stock’ business and a better access to the international department store and supermarket segment.
“Furthermore, we see great potential in further international expansion with the brand Dorina.”
According to Fashion United, Dorina’s Munich-based sales team will transfer to Hop Lun and MD Ulrich Daiss will remain at the business’ helm.