Change Of Scandinavia

Change Of Scandinavia A/S, the owner of the brand CHANGE Lingerie, is a distinguished company that specializes in designing and distributing intimate apparel for women. Founded in 1995, the company has established itself as a significant player in the lingerie industry, offering a wide range of products that include underwear, swimwear, nightwear, and sportswear, primarily catering to women's needs.

The company prides itself on its ability to combine comfort, fit, and beauty in its products, offering an array of colors, materials, fashions, and a remarkable selection of over 100 custom sizes. This focus on individualized garments has made CHANGE Lingerie a symbol of self-expression for women of all ages.

CHANGE Lingerie's business operations are extensive, with its primary activities encompassing the design, manufacture, and sale of its products. The brand's presence is robust in the Nordic countries and has expanded globally with concept stores located in Denmark, Norway, Sweden, Finland, Germany, Poland, Canada, Austria, Spain, Ireland, the Baltic States, and Singapore. Additionally, the company has embraced the digital transformation by enhancing its e-commerce platform, significantly growing its online market presence.

The company's product life-cycles are attuned to the fast-paced nature of the fashion industry, with main collections being refreshed biannually. This necessitates a keen anticipation of upcoming trends and consumer preferences, a challenge that CHANGE Lingerie meets by leading rather than following fashion trends.

In terms of production, Change Of Scandinavia A/S has adapted to the competitive nature of the industry by shifting garment production to Asia, where costs are more favorable. This strategic move aligns with the broader industry trend and allows the company to maintain a competitive edge.

The distribution channels for CHANGE Lingerie have evolved over time, now including a mix of department stores, specialty stores, supermarkets, retailers-distributors, and a burgeoning e-commerce market. This diversification has been crucial, especially in the wake of the COVID-19 pandemic, which accelerated the shift towards online shopping.

The competitive landscape of the underwear industry is intense, with a plethora of brands and styles vying for consumer attention. CHANGE Lingerie stands out by offering a large product offering, value for money, high in-store service levels, and a commitment to leading fashion trends.

Overall, Change Of Scandinavia A/S, through its CHANGE Lingerie brand, has demonstrated a strong commitment to quality, innovation, and customer satisfaction, making it a respected name in the global lingerie market.