MONTREAL — Change Lingerie of Denmark has opened its first three boutiques in Canada as an eventual springboard into the American market.
One boutique has opened here and two others in Vancouver, with three more planned for this fall here and in Toronto. Change Lingerie can also be found in fine lingerie boutiques across Canada.
The garments are made from silks, exclusive embroideries, microfibers and laces sourced from suppliers around the world and developed by design technicians with 60 years of combined experience in making corsetry, according to Change managing director Claus Jensen.
“Fashion-right lingerie is now essential for every woman,” Jensen said.
Retail prices for bras range from $20 to $100.
In addition to lingerie, Change sells swimwear and activewear, which also will be carried by the Canadian boutiques. The stores are a joint venture between the company and Montreal’s Ari Zucker, whose firm NikPaul introduced in Canada last fall a hosiery line called Intrigo from Oroblu, the largest hosiery company in Italy, whose products are also available in the U.S.
Started in 1992 by Jensen, Change has more than 50 boutiques throughout about a dozen countries. The entire collection is produced in company-owned factories in China.
Estimated worldwide sales are $45 million. Jensen owns 90 percent of the company, and 10 percent is owned by the De Waal Group of Belgium.
Once Change feels comfortable in Canada, it will begin looking for U.S. partners.
“We have already been approached by some potential partners as they see Change filling a big gap in the U.S. market,” said Jensen.