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Translated by
Nicola Mira
Published
Oct 8, 2018
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Calida group appoints Marcel Krug as commercial director of lingerie label Calida

Translated by
Nicola Mira
Published
Oct 8, 2018

Swiss lingerie and outdoor group Calidaafter appointing Alexandra Helbling as the label's CEO last March, has put German manager Marcel Krug in charge of sales operations for its lingerie label, also called Calida. Since June 2018, the Calida group is the majority shareholder of the Lafuma sportswear group with an 87.7% stake, and it also owns Oxbow, Millet and Eider.
 

The Made in Green line by Calida is certified as ethical and environmentally friendly - Calida


Reporting to Alexandra Helbling, Marcel Krug will be in charge of Calida’s international wholesale distribution, tasked with “strengthening the collaboration with partner wholesalers, accelerating modernisation and applying new fashion concepts [to the line],” wrote the group in a press release.
 

Marcel Krug, the new commercial director of Calidalingerie - Calida


Krug formerly worked with Tommy Hilfiger, where he was in charge of Tommy Hilfiger Tailored, then with German ready-to-wear and cosmetics label Joop! until 2015. Before joining Calida, he was the commercial director of Swiss luxury label Akris.

In the first half of 2018, the Calida group recorded a revenue of more than CHF194.3 million (€167 million), up 10.7% compared to the previous year. The group’s growth was driven by the performance of the Calida lingerie brand, which accounted for €52.9 million in sales in H1 2018, as well as by the group’s e-tail sites as a whole, whose sales increased by 60.1% compared to last year thanks to the acquisition of Calida’s web distributor Reich Online.

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