Van de Velde experiences a 10% reduction in EBITDA during the first half of the year, mainly because of Sarda's strategic repositioning efforts.

In the first half of 2025, Belgian lingerie giant Van de Velde faced a challenging start to the year, with a decrease in profitability attributed to the sales performance of its recently rebranded subsidiary, Sarda (formerly known as Andrés Sardá).

The company's overall sales for the first semester of the fiscal year, ending on June 30, 2025, amounted to 110 million euros - a decrease from 113.3 million euros in the same period of 2024. This decline resulted in a 19.8% drop in the net result to 15.8 million euros. The EBITDA for the same period also saw a decrease, falling from 30 million euros in 2024 to 27.1 million euros in 2025.

The negative impact on Van de Velde's profitability was particularly noticeable in the sales figures for Sarda, which were not disclosed. However, the company's repositioning strategy for Sarda, aimed at appealing to younger generations, has included a renewed product offer, pricing strategy, and communication.

The repositioning of Sarda was not without its challenges. The company was forced to significantly limit its offer in the US due to import tariffs for several weeks. Fortunately, tariffs in the US have since decreased, and the full range is now available again.

Despite these setbacks, Van de Velde is making strides in other areas. The company's transition towards direct-to-consumer channels saw a growth of 5% in the first semester of 2025. Karel Verlinde, CEO of Van de Velde, stated that initial innovations in the brand portfolio and the expansion of the direct-to-consumer segment are showing results in the lingerie sector.

Van de Velde owns several other brands, including Marie Jo and Primadonna, and operates store chains Rigny&Peller and Lincherie. The company's challenges with Sarda contributed to a 9.9% decrease in its EBITDA due to the relaunch of the brand. In the wholesale channel, the company recorded a 6.2% drop.

The person leading the repositioning of the Sarda brand is not publicly disclosed. However, the company's focus on appealing to younger generations and its successful growth in direct-to-consumer channels suggest a promising future for the rebranded Sarda.

In conclusion, while the first semester of 2025 presented challenges for Van de Velde, particularly in the sales performance of Sarda, the company is making strides in other areas, particularly in its direct-to-consumer channels. The repositioning of Sarda, aimed at appealing to younger generations, continues, and its long-term success remains to be seen.

Van de Velde experiences a 10% reduction in EBITDA during the first half of the year, mainly because of Sarda's strategic repositioning efforts.