Van de Velde experiences a 10% decrease in its EBITDA during the first half of the year, attributable to the strategic repositioning of Sarda.

In the first half of its fiscal year, Belgian lingerie company Van de Velde has reported a decline in net profit and operating profit, while seeing growth in direct-to-consumer channels.

The company's net profit for the period fell by 19.8%, landing at €15.8 million. This decrease is attributed to a variety of factors, including lower pre-orders for swimwear and disruptions in the US market, as well as investments in the repositioning of the Sarda brand.

Sarda, formerly known as André Sarda, has been undergoing a strategic shift to better appeal to younger generations. This repositioning involves a renewed product offer, revised pricing strategy, and enhanced communication efforts, all aimed at connecting with a more youthful demographic.

Despite the challenges, Van de Velde's direct-to-consumer channels have seen a 5% growth, reaching €110 million in sales for the first half of the fiscal year. However, specific details about the profitability of these channels were not disclosed.

The company's difficulties in the US market were primarily due to significant limitations on the offer for several weeks due to import tariffs. Fortunately, these tariffs have since decreased, allowing the full range to be available once more.

Van de Velde's portfolio of brands, which includes Marie Jo, Primadonna, Rigny&Peller, and Lincherie, is transitioning towards a focus on direct-to-consumer channels. The initial innovations within this shift are showing promising results in the lingerie segment.

The fiscal year for Van de Velde ends on June 30. The company's operating profit (EBITDA) decreased by 9.9% in the first half, with a figure of €27.1 million, compared to €30 million in the same period of the previous year.

Despite the challenges faced in the first half of the fiscal year, Van de Velde remains committed to its strategic shift towards direct-to-consumer channels and the repositioning of its brands to better meet the needs of modern consumers.

Van de Velde experiences a 10% decrease in its EBITDA during the first half of the year, attributable to the strategic repositioning of Sarda.