Lingerie brand Calida appoints new General Manager

Swiss lingerie and sleepwear brand Calida has a new General Manager. After the departure of Andreas Lindemann in June 2017, the company was led ad interim by Reiner Pichler, CEO of Calida's parent company, which also features Aubade and the Lafuma group among its brands. Now Alexandra Helbling has been appointed to lead Calida, which operates 130 stores, half of them in Switzerland.


Alexandra Helbling - Calida

It is an internal promotion, as Helbling was Head of Brand and Product at Calida since 2011, when she was poached from a direct competitor, Skiny Bodywear, belonging to Austrian group Huber.

To replace Alexandra Helbling, Calida knocked again at Skiny's door. It will be Janine Weiz, former Managing Director at Skiny, who will take over as Calida's marketing lead.

Calida recently published positive figures for 2017, having grow its revenue by 2.4%, reaching €116 million.   

Translated by Nicola Mira

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