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CALIDA: new agent marks return to UK market


LEADING Swiss brand of underwear and sleepwear Calida is reported by trade publication Lingerie Insight to have appointed Straps Ltd as its exclusive agent for the UK and Ireland. The appointment marks the brand’s return to the UK after an absence of nearly 20 years. The new agent plans to launch a sales drive in favour of the Calida S/S 2015 collection within the next few weeks. Before the brand abandoned the UK market in the ’90s, it was available in most of the major London department stores.




The new agency agreement covers only the Calida brand and not the Group’s Aubade lingerie collection, which is already well established in the UK.

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