Calzedonia Group Takes On China

17 May 2019

With 50 boutiques already in the country and an administrative branch in Shanghai to pilot their development, the Italian lingerie and hosiery giant has China in its sights.

In 2013 Calzedonia Group opened the doors of its first branded boutique in Hong Kong. Four years later, they expanded to Mainland China with their inaugural boutiques in Shanghai and their new subsidiary – Calzedonia Shanghai Ltd – created to guide local growth.

Today, the two flagship brands – Intimissimi (lingerie for day and night) and Calzedonia (hosiery and beachwear) – have consolidated their online and offline presence into 30 boutiques in Mainland China’s largest cities and an additional 20 in Hong Kong and Macao.

But the Group’s ambitions don’t stop there. They are eager to offer Chinese clients their formula – style, quality, price – that brought them success in Italy with the help of renowned muses like blogger Chiara Ferragni and supermodel Irina Shayk, who are at the heart of their marketing campaigns. Calzedonia has set itself the goal of opening another 30 stores by the end of the year in order to reach 100 retail locations by 2020.

Discover the entire interview with Matteo Veronesi, CEO of Calzedonia Shanghai and son of the company’s founder and president Sandro Veronesi (pictured), published in the April 2019 edition of Intima Asia.

Calzedonia Group Takes On China

With 50 boutiques already in the country and an administrative branch in Shanghai to pilot their development, the Italian lingerie and hosiery giant has China in its sights.

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