Born in Lyon, capital of silk, Lise Charmel is a brand of high fashion lingerie seduces millions of women for over 60 years. Known for its very worked together in noble materials, it has withstood the crisis in this sector in recent years, thanks to its expertise. Get into the adventure of the largest producer of luxury lingerie and corset!
History of the Brand
Everything begins in the 1950s in the heart of neighborhoods of the Lyon silk, with the birth of a custom corsetry business. The company was taken over in 1975 by Jacques Daumal designer and stylist who brings a real fashion gasoline expertise already recognized brand. Twenty-five years later, the brand is one of the leading French high-end lingerie. Concerned equally trends of technological prowess, J. Daumal gives new life to Lise Charmel. Driven by passion for beauty and the pursuit of comfort, it offers high quality products which sometimes have the luxury to be adjusted directly on the most demanding customers. Her bras are arranged within a millimeter and are in standard sizes as in the larger sizes.
Reference Signature in Luxury Lingerie
This brand of female underwear offers strapless sports bras between craft and art that sublimate the woman. Between innovation and tradition, it places aesthetics and perfection at the center of its production. While retaining a homemade process, it relies heavily on innovation, both in materials as in the cuts and trends. It has also been one of the first to offer elastic laces! Besides underwear, it offers full lines declined in both corsetry, nightwear be coordinated, seaside and accessories.
His sign of recognition is undoubtedly worked its embroideries and its extremely sophisticated collections that have earned him numerous awards such as the International Trophy of Aesthetics and Elegance in 1968, the creation of the four below couture shows in the film Fauves in 1984, or the price of International Gold Metal for Quality in 1992, she was elected Designer of the year in 2013 at the International Lingerie Salon in Paris.
Lise Charmel, International and Diversification
In 1999, the family grew as it gives birth to a baby sister, Antifreeze. This sign is for a younger, her lingerie is more modern and is positioned in the ready-to-wear. Some time later, she created Eprise dedicated to deep cups and buys Antinéa which is positioned in mid range. The youngest is Epure, brand touch extra-soft, in a very remote style of classic embroidery mother teaches.
With four daughter brands, the group intends to gain ground on the niche positioning and so to grow its market despite the crisis time.
But this is not his only strategy to stay afloat. French lingerie family company raised in 2011 ten million euros to expand internationally and strengthen its distribution network. She had at the time that 5 foreign subsidiaries: Italy, Spain, Belgium, Germany and Greece. It sells today these 4 brands in 40 countries.
Following the observation that 80% of women did not know their bra size, it was decided to strengthen customer relationships developed in its network of 1,200 multi-brand retailers and department stores.
Finally another specificity society women’s underwear and bathing products, consists in not making a distinction in the promotion of its brands and without advertising. One exception was made for Valentine’s Day with a campaign on bus shelters.
Described as “one of the most successful in the field of luxury,” Lise Charmel has managed to preserve the effects of a difficult economic environment thanks to its high-end positioning.
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